Case study
Base Architecture: a website fit for Shropshire's premier architectural practice
Base Architecture is an award-winning architecture practice with offices in Shrewsbury, Chester and Conwy. They create award-winning architectural designs for commercial and residential projects, including the challenging HO11 classification of planning. The requirements for this website were naturally very exacting, and we were happy to step up to the challenge.
- Client
- Base Architecture
- Services
- Web development, lead generation, web maintenance
- Sector
- Architecture practice
Thechallenge
Base first came to us in 2022 with a website that looked good but did nothing for the business. The practice's work is detailed and considered, but the site was thin and flat, and it wasn't bringing in the enquiries a practice of Base's standard should expect.
The old site was built around how it looked, and turning a visit into an enquiry wasn't part of the plan. For a firm that wins projects on the depth and quality of what it does, a site that flattened all of that was a real cost.
Whatwedid
Working with Base's branding partner, we designed and built the new site, which was based on a topically informed site architecture and service-based landing pages.
A page for every project
Each project has its own page with its photographs and location, and the projects page can be filtered by type of work, so a visitor can go straight to the kind of building they have in mind.
A custom WordPress site the team can update
We built the site as a custom WordPress theme with its own library of blocks, as part of our web development work. Base's team adds its own projects, news and service pages, and the design stays consistent sitewide.
Paid search
We manage Base's search strategy, which includes lead-targeting Google Ads campaigns, and informational content plans to drive upper-funnel organic traffic.
Conversion tracking
As well as conversion tracking in GA4, we manage lead scoring collaboratively with Base to get the best possible picture of campaign performance, helping us to inform next steps and optimise towards quality rather than volume.
Maintaining the website
Maximising uptime and security as well as making sure we're not caught on the wrong side of any vulnerabilities, our web maintenance service gives Base peace of mind that they aren't going to be on the receiving end of any nasty surprises from their website.
Theresult
From January to September 2026, enquiries averaged 95% more a month than in 2024. Base have also been cited in Google's AI Overviews more than 180,000 times between May and October 2026.
We run Base's Google Ads campaigns, which send people searching for an architect in the areas Base works in to the site.
Each project has its own page with its photographs and location, and the projects page can be filtered by type of work, so a visitor can go straight to the kind of building they have in mind.
A custom WordPress theme with its own library of blocks. Base's team adds its own projects, news and service pages, and the design stays the way we built it. We look after the site after launch, with the updates, fixes and changes the practice needs.
We keep a log of every enquiry the site brings in each month, whether it's a contact form, a phone call or an email, and go through it with Base on our regular calls.
- Enquiries per month (forms, calls and emails)
- +95%
- Contact forms per month
- +36%
Jan-Sep 2026 compared with 2024
