Riverside
Specialising in waste balers and compactors for commercial recycling, Riverside's equipment helps companies streamline waste management, saving space and reducing collection costs through efficient volume reduction. Already trusted in managing Riverside’s PR, we used our ‘diagnose before we prescribe’ methodology to identify a disparity between what customers feel about Riverside and the outward-facing brand identity, before producing a clear strategy to navigate the challenge without losing hard-earned SEO value.
The challenge
After conducting customer interviews and research, we discovered that Riverside is extremely highly regarded by its existing customers. The positive reviews reflected valued expertise and brilliant customer service, providing a solution better than any market competitors.
The challenge came in how its outward-facing brand appeared to potential new customers. To prospects, Riverside’s first impression felt dated and underwhelming – a far cry from the exceptional experience existing clients described. This disconnect risked turning away new business before conversations even began. Our challenge was to modernise the brand from the ground up, including a new identity, website, and tone of voice, to reflect the company’s true quality and give visitors immediate confidence that Riverside delivers exactly what it promises.
But the challenge did not stop at brand. With the existing website ranking highly in Google for several keywords – notably the main generic search terms that new customers use – a complete rebrand without SEO expertise could have been disastrous. To ensure this key marketing channel still performed well after the rebrand, we therefore needed to conduct a thorough audit of the existing website and develop a low-risk migration plan.
After 
Before 
Our solution
We completely modernised Riverside’s brand identity, first by dropping the wordy full limited company name and switching to simply Riverside. We also moved away from the traditional ‘recycling green’ colour palette to a more corporate and confident alternative that stands out in the market, while introducing a graphic device to represent the baling side of the business and give creative flexibility across marketing collateral. All brand materials were updated to ensure a consistent, modern, and professional look and feel.
On the digital front, we designed and built a new e-commerce website with improved UI/UX, enhanced functionality, and a dedicated section for detailed, educational content. The site was built on an updated version of the WordPress CMS the client was already familiar with, making management straightforward. And, with improved lead generation front of mind, we also featured gated content for valuable guides and downloads, along with forms integrated into Riverside’s CRM and email platform, reducing admin time and enabling targeted marketing communications.
To manage Google visibility, rankings, and traffic, we carefully planned the website structure to minimise the amount of migration. Wherever possible, URLs remained the same, unless a page didn’t need to exist or we had a better alternative. Minimising 301s and the inevitable upheaval in Google was key. That’s why we kept the core structure the same for the parts of the old site that performed well and were therefore critical, while improving underperforming content and adding new pages to further enhance the site.
Jonathan Oldfield,
Managing director at Riverside
Andy McCaul,
managing director at The Bigger BoatManaging director at Riverside
