Recently celebrating its centenary, the FDA Union has a long and proud of tradition of working for managers and professionals in the civil service.
The FDA needed to strengthen their digital presence to drive membership growth and increase awareness of key campaigns and messages among their target audience.
Member centric design
The FDA, one of the UK’s leading civil service unions, needed a digital presence capable of driving real membership growth, not just a brochure website, but a platform that could attract, engage and convert prospective members while better serving existing ones. We partnered closely with Cyberlogical, the FDA’s digital marketing agency, to deliver a fully joined-up user journey spanning website, Salesforce membership system, and targeted campaigns across Google, LinkedIn and other platforms.
Flexible layouts and brand consistency
At the heart of the build is a WordPress platform we engineered for flexibility and campaign agility. We implemented a library of custom Gutenberg block patterns and reusable mix-and-match content blocks, giving the FDA’s team the power to rapidly assemble highly targeted landing pages tailored to different audiences, whether senior civil servants considering membership, existing members accessing benefits, or visitors arriving from a specific campaign. This transformed content creation from a development dependency into a marketing capability, enabling the FDA to respond quickly to campaign needs without touching a line of code.
Effective collaboration
We worked in close collaboration with Cyberlogical to ensure seamless continuity between digital advertising, organic search, and the on-site experience. Landing pages align directly with paid and organic campaigns, maintaining message consistency from the first ad impression through to membership sign-up. Integration with the FDA’s Salesforce membership system ensures that the user journey continues smoothly beyond the website – from initial enquiry through onboarding and into the member portal.
The results
The results speak for themselves. Our work has contributed to a 15% increase in online sign ups and a 38% uplift in website traffic. Our work has been a core enabler of this growth, providing the technical foundation on which an ambitious, multi-channel digital strategy could be built and scaled.
