Our objectives

Singular’s primary goal for the new website was to position its brand effectively within the biotech sector and establish a platform that communicates its expertise and services in a clear, engaging, and content-rich format. Specifically, Singular wanted the website to: 

• Provide an accurate and compelling reflection of its brand 
• Showcase its service offering and expertise 
• Offer a seamless user journey with clear, purposeful content pathways 
• Host a comprehensive content hub with the capacity for future growth 
• Incorporate strong, varied calls to action 

The focus was on user experience (UX), design and content, ensuring that the site positioned Singular’s blogs, videos, webinars and podcasts at the forefront whilst encouraging exploration of the site without dead ends. 

A creative journey

To bring Singular’s vision to life, V Formation developed a detailed project roadmap. This included an in-depth brief covering everything from website objectives and audience insights to design inspirations and technical requirements. Working in partnership with Fuse4, our web design and development partner, we set out a structured plan to deliver a site that would exceed Singular’s expectations. 

1. Website briefing and concept development

After clarifying Singular’s aims and understanding what it admired in other industry sites, we crafted a sitemap that prioritised UX, aesthetics, and future scalability. The design concepts created by Fuse4 were refined and presented to the client, capturing the essence of Singular’s brand and ambition. 

2. Content strategy and copywriting

We developed fresh copy for all key landing pages, which was optimised for SEO and aligned with Singular’s tone of voice. We also curated a wide range of varied content for a new hub, designed to serve as a resource for clients and prospective partners, whilst ensuring that all information was intuitively organised for easy access. 

3. User experience and design

Emphasising ease of navigation, we structured a smooth and purposeful user journey with clear, layered sections to keep visitors engaged. Strong CTAs were integrated throughout, providing easy access to Singular’s variety of services and insights, helping to guide users seamlessly through the site without disrupting the flow.

4. SEO and analytics

We optimised the entire site for SEO, ensuring that it ranks effectively on search engines and attracts relevant traffic. As part of this process, we managed the GA4 setup, sitemap submission, performed multiple pre-launch tests and redirected key URLs from the previous website to maintain user continuity and avoid losing visitors during the transition.

5. Project management and launch

From initial brief to final testing, V Formation coordinated the project end-to-end, working closely with Fuse4 to ensure each step ran smoothly. The project began in May, and the website launched successfully in September within the designated budget. 

In the run up to the launch, we planned and executed a count-down style social media campaign, teasing glimpses of the new site in the run up to the go-live date to help build momentum. Once live, we continued to promote the new website via digital platforms; highlighting different pages and features of the site across Singular’s social media platforms and utilising both automated and manual HubSpot campaigns.  

Check out the new website here: https://singular-biotech.com/

Positioning Singular for future growth

Since the site went live, we’ve seen positive results, with the new website performing strongly across all key metrics and the content hub showing impressive engagement. Highlights include: 

• 1.3k users to the site  
• 3.5k page views since its launch 
• The content hub is the 3rd most visited page, behind the homepage and ‘who we are’ 

The website solidly positions Singular as the preferred partner for biotech companies looking to build successful teams and innovative cultures. Specific metrics and KPIs will continue to be tracked as the site matures, but early signs point to increased visitor engagement and a positive user experience. Since launching, Singular has seen a 67.4% increase in active users and a 43% increase in event count, with organic search being the secondary source of sessions and new users.

Tom Froggatt, CEO and Founder of Singular, said:

“The team at V Formation were responsive, engaged and proactive in understanding the tone and feel of our brand, and translated that understanding through into a website that was clean, fresh and respresented the image we were trying to project. Very pleased with the result.”

Rachel Axten, Digital Marketing Manager at V Formation, said: 

“This is a project we have particularly enjoyed as a team, having had the freedom to be really creative in UX, design, and content strategy. The new website is a true reflection of Singular’s brand and offering, firmly positioning it as a go-to partner for biotech firms who are looking to grow and succeed, which was our ultimate goal. It has been a joy to play our part in bringing Singular’s ambitious vision to life through a modern, sleek and fit-for-purpose website that really stands out within the industry.”

If you would like to chat to a member of the V Formation team about website development and enhancing your digital presence, or just to find out a bit more about what we do, then we’d love to hear from you. You can call us on 0115 667 0131 or email info@vformation.biz