V.Group is the leading independent provider of global maritime support services with a force of over 44,000 active sea workers. Covering catering, crew, technical services, and ship and crew management, all onboard and offshore colleagues have support from an onshore team over 3,000 across 31 countries.
Dedicated to investing in people, technology, and systems, V.Group have a commitment to deliver excellence in every area they operate, carrying out the highest quality service to their customers.
Since their formation in 1984, V.Group has provided a full range of ship management and maritime services to the commercial shipping, cruise, energy, and defence industries. More than 30 years later, their network has expanded and their offerings increased, allowing them to become the leading independent group provider of global maritime services.
With over 20 brands to their name, the group website had become bloated and difficult to navigate. V.Group needed a new website to showcase the increasing number of maritime support services they offer, as well as the brands that manage them.
V. Group is the umbrella under which the company’s different brands sit. V. Group asked us to create a more streamlined website and revise the web copy to showcase all the different arms of the company.
Web design and development
Design and build a new website reflecting V. Group’s position as maritime industry leaders.
Create an SEO strategy that focussed on ranking key services such as ‘ship management’.
Create 50 pages of new copy which reflects the brand ethos.
On-location photo shoots on board different vessels around the UK to photograph working crew.
To create a video which showcases the V. Group brands to engage potential customers and enhance the website offering.
V. Group encompasses a number of different brands and services and it was crucial that each received equal status across the site.
By creating a new, simplified, and easy to navigate site structure, we split the V. Group services into six main categories: Technical Management, Technical Services, Crew Operations, Crew Services, Supply Chain, and Insurance and provided brand focussed copy for each section.
Priority Pixels carried out keyword research to create keyword-rich content and determine the content hierarchy.
Establishing and fixing broken links from sites such as Wikipedia and the BBC helped re-establish the sites domain authority. The Ship Management page now regularly receives 40k+ page views a month and V. Group ranks second after Wikipedia for the search term ‘ship management’.
A new site provided an exciting opportunity to start from scratch and elevate V. Group’s web copy. We clarified the tone of voice across the V. Group website and created consistent copy which allowed the user to quickly understand V. Group and the services on offer across the different brands.
By making the copy more succinct, each of the 50 pages provided clear and dynamic information. The tone became more assured and direct in style, incorporating language which would connect with V. Group’s target customer audience of ship owners and managers.
When we started work on the rebuild for the new V. Group website, we saw an opportunity to utilise high-quality photography that showcased the company’s values. Our photographer visited various locations around the UK, including Aberdeen, Southampton, and Dover, for photoshoots with working crew on offshore vessels, containers, and cruise ships.
The resulting photos are in use across the site, and have helped create a high quality image library for V. Group to use in any marketing communications.
Alongside photography, we produced a high quality corporate video, taking advantage of stunning locations and the V. Group staff.
As with any corporate video, the emphasis is on attracting customers and investors, so it needed to be concise, clear, and informative. As a result, the final video is just the right length, featuring a professional voice over and several VFX effects.
This video is not only a great addition to the website but serves as an anchor to showcase all of the V. Group brands.
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