Blue Light Services

1. Blue Light Services case study: modern website, higher trust, more leads

Blue Light Services is a leading UK company specialising in the design, manufacture and conversion of specialist medical vehicles, from ambulances and rapid response units to patient transport minibuses. Since 2011, the company has served both the B2B sector and public/government tenders, delivering hundreds of specialist vehicles each year. With in-house design and engineering teams, BLS combines innovation with exceptional build quality and directly supports the healthcare system across England.

Despite the company’s high standards and scale of operations, its website lagged behind and failed to reflect its growth. It was visually outdated, difficult to navigate, poorly optimised for mobile devices and not user-friendly. In the B2B and public procurement sector, a website is a critical element of brand image and trust. It is often the first point of reference when assessing competence, compliance with standards, references and case studies.

Our goal with the redesign was to refresh the BLS brand image and strengthen trust by creating a modern design supported by bespoke photography and video production. We also focused on improving performance, enhancing WordPress security, increasing visibility in Google (SEO) and boosting conversion rates.

Before starting work, we carried out a comprehensive website audit that included UX and UI, performance, mobile optimisation and SEO. We then organised a strategic workshop with the AMW Media × Blue Light Services team. Amir coordinated the project, Matt was responsible for design and client communication, while Kamil took on the role of WordPress developer. During the initial workshop with BLS we reviewed our findings in detail, clarified business goals and KPIs and agreed on the structure of the new site. This process resulted in a clear feature backlog and a wireframe for the redesigned website.

2. WordPress website redesign for Blue Light Services in the UK

Our audit revealed that the BLS website did not meet modern standards or the expectations of business and institutional clients. The main issue in terms of UX and UI was an outdated and unintuitive design that did not help users quickly reach key information, including contact details. The hero section did not clearly communicate the offer or lead to action, the menu lacked clarity and made navigation difficult, and the absence of interactive elements made the site look like a static business card rather than a dynamic presentation of services. In addition, inconsistent colours and typography that was often too small weakened the professional image of the brand instead of reinforcing it.

3. Problems with the old website: detailed diagnosis

From a technical perspective, the old BLS website had serious limitations that negatively affected the user experience. The site loaded too slowly, taking more than three seconds on the homepage and even longer on some subpages, which resulted in a high bounce rate, especially among mobile users. The lack of full mobile optimisation meant that elements did not scale properly, buttons were difficult to click and phone numbers did not work as direct links. In addition, the use of heavy, outdated libraries, WordPress plugins and scripts slowed down the site and made later updates and development more difficult.

From an SEO perspective, the site had significant shortcomings. Multiple H1 headings appeared on a single page, meta descriptions and image ALT tags were missing, link architecture was weak and there were no canonicals. These issues hindered indexing, reduced visibility in Google and lowered click-through rates from search results.

The BLS website also struggled with building trust and generating conversions. It lacked reviews, video testimonials and case studies that could demonstrate the company’s experience, while the “About Us” section did not present the team or partners. There were no photos of the team or of real people at work behind the company.

4. UX and SEO driven website redesign for Blue Light Services

Our decision: a complete website redesign based on three pillars. We decided to fully redesign the website around three key pillars: modern design, conversion effectiveness and technical SEO optimisation.

Modern design and visual storytelling

Matt prepared two conceptual designs: one minimalist and understated, the other dynamic and contemporary. Building on this, we applied a modern colour palette with strong contrasts and clear tones that refreshed the brand image and improved readability. We also introduced more dynamic, angled section shapes that broke the static feel of the old site and aligned with BLS branding.

The new hero section features video footage of ambulances in action, immediately raising emotional impact and showcasing BLS professionalism.

We added custom iconography and data highlights to communicate scale and credibility within seconds. Through several dedicated photo and video sessions, our AMW Media team created a full gallery of vehicles, professionally shot to give the site authenticity and a premium feel. We also produced a powerful video testimonial in which clients share their experience of working with BLS. This became one of the most important trust-building elements.

A dedicated “Why Us” section was created, showcasing figures, certifications and partners such as Renault and VW. We simplified access to contact options so the form, phone number and address are immediately visible. Finally, we introduced a “Latest News” section to highlight BLS’s ongoing activities and keep the site fresh for Google.

Structure and navigation

We designed a clear hierarchy of vehicle categories, from emergency ambulances to patient transport minibuses, reducing the user journey to specific models. The top navigation menu was optimised to ensure immediate access to categories.

Each vehicle type now has its own subpage with descriptions, images and CTAs, which significantly improves conversion.

Technical and SEO optimisation

We improved loading speed on WordPress by compressing images and removing unnecessary scripts and plugins. We connected the site to full analytics through Google Search Console and Google Analytics.

Each subpage now follows a consistent SEO heading structure and has a unique meta description. We also improved internal link architecture, ensuring both better user navigation and stronger SEO performance.

5. Modern website design, better UX and real business results

This was a highly demanding and large-scale project, but the new website has become modern, dynamic and trustworthy, consistently reflecting BLS’s position as a leader in ambulance conversions in the UK. Thanks to video in the hero section and authentic testimonial material, the brand has gained additional prestige and a strong storytelling element. Clients and partners can now immediately see the company’s professionalism and the scale of its operations, which strengthens trust and supports tender processes.

The most important change for BLS is that the website has started to sell. The introduction of clear CTAs and a simplified contact form has increased the number of enquiries, while the transparent vehicle category structure helps clients reach their preferred models more quickly. The shorter path to contact has translated into higher conversion rates and made the website a real driver of the sales process.

From a technical perspective, we significantly improved the SEO foundations. Unique meta descriptions, a single H1 structure and ALT tags for images have all helped the site to be better indexed by Google. This has resulted in more keywords reaching the TOP 10 and a higher click-through rate from search results. The site has become more visible, and organic traffic is steadily increasing, bringing in valuable visitors.

The new website is faster and fully responsive, which is especially appreciated by mobile users who account for over 70% of traffic. Tap-to-call functionality, clear buttons and short forms remove barriers to contact, while a well-structured layout makes navigation simple. Users now spend more time on the site and bounce rates have dropped, confirming that the redesign has improved usability and engagement.

Do you have a similar project in mind? Get in touch with AMW Media and let’s build your new website together.