Our work
 /  Website design & CRO


Using User Experience methodologies such as; research, workshops, wireframe designs and prototyping, Higher Ground provided a set of website design templates used in over 16 countries, receiving over 500,000 visits per month from searches.

Services used


Increase in leads




Countries used in

Client Feedback

"A real focus on driving more profitability from website design... I have worked with Higher Ground for many years on UX/UI projects. The results for clients are more leads and sales from their website."

Micheal Plummer

Former Head of Marketing - JCB

The brief

After various successful engagements under a freelance capacity, Higher Ground's Rob Hufton was invited to refresh JCB’s global website.

To keep up with ever changing requirements for high-impact, fast loading and feature rich websites, JCB needed an entirely new responsive website framework, enhanced sales enquiry mechanism, simple way-finding and stunning front end design. All carefully designed and consulted with a wide range of senior stakeholders within the JCB team at their head quarters in Staffordshire, UK.

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Higher Ground Marketing
The Express Building
9 Great Ancoats St
M4 5AD

Challenges faced

The digital evolution of JCB.com required consolidation of more than 500 existing products and the systemic integration of a range of legacy platforms with SiteCore as a highly complex CMS framework that needed to populate templates used in over 12 countries world-wide.

User Experience Design was critical and required complete renewal of JCB’s information architecture, interactiveness, responsiveness and brand styling.

Final design

By surpassing the core objectives of designing and deploying a more responsive framework and enhanced sales enquiry mechanism, Higher Ground enabled JCB to further increase their sales potential from an enhanced and refreshed suite of highly responsive and interconnected global websites.

Website & Outcomes

The results were amazing. The website template we designed was used by over 12 countries across the world and provided JCB with a digital platform to drive a new stream of high quality product enquires. In the first 3 months of data we saw a 66% increase in new machine enquiries including a 300% increase in enquiries for large excavators.

This was a real game changer for us and an incredible project to work on.