GROUNDSURE
A category leader, made sharper and faster — with a website its own team can run, and keep ahead.
A category leader, and a long-running partnership.
Groundsure is one of the UK's leading environmental and climate data authorities. Their search reports and risk analysis — covering land contamination, flooding, ground stability, mining and more — are relied on across the property and legal sectors by the conveyancers, solicitors, developers and major mortgage lenders who need to understand the risks before land is bought or developed.
Bright Collie first worked with Groundsure three years ago, refreshing their brand and core positioning — and we've stayed close ever since. Through small updates, ongoing dialogue and regular monthly calls, we've helped the brand keep pace with the business. So, this project wasn't a cold restart; it grew naturally out of a relationship that never paused.
Website Design & Development, UI, UX, Digital Assets
The situation
The site wasn't broken, far from it. But a lot had changed since the original brand work. The market had moved on, customer expectations had shifted, and the way people find, assess and buy information had changed considerably. True to form, Groundsure recognised there was room to get sharper.
Because we'd stayed close throughout, none of this crept up on anyone. We could see the site would need to evolve, so much of the early work was helping Groundsure build the internal business case for it — and partnering with their CX team to shape what it should become.
As happens to most websites over time, this one had gradually become bloated. Not every page still earned its place, and some of the content no longer reflected Groundsure's current positioning or the real value they offer their customers. At the same time, the marketing team wanted to move faster: building campaign landing pages and richer product content meant briefing an external developer and waiting — which added cost and slowed the pace.
What became clear
The opportunity wasn't to fix a problem. It was to help a leader stay a leader.
The site needed to work harder on two fronts at once. For first-time buyers, it had to make the value obvious — so they understand the proposition and complete what they came to do quickly and confidently. For returning customers, it had to make finding and buying the reports they rely on effortless. Underneath both, it needed to shed the content that had stopped pulling its weight, sharpen the expression of Groundsure's positioning, and give the team freedom to move at the speed a changed market now demands.
What changed
We refreshed the site, front and back.
The front end was uplifted to be more engaging and easier to navigate, with the buying journey brought forward — so a first-time visitor grasps the value fast, and a returning buyer reaches their report without friction. We cut back the content that no longer served the positioning, so what remains works harder and says more.
The back end was rebuilt around flexibility. Using Elementor, the in-house team now has a toolkit to create landing pages, product feature pages and video-led content whenever they need to, without waiting on anyone.
The new design does real work: it makes Groundsure look and feel like the authority it is, and it makes the next step obvious for the buyer. But the bigger shift is operational — the team can now do all of this themselves, and keep doing it.
What it led to
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Campaign landing pages now built in-house, at virtually no external cost.
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Reduced reliance on external development — and the ongoing spend that came with it.
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A clearer path for first-time and returning buyers alike — value understood faster, reports found sooner.
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A team that can launch, measure and adapt at the pace the market moves.
In short: Groundsure has a website that works as hard as the brand does — and the ability to keep it ahead, themselves.
Find out more
If you’d like to learn more about how we collaborated with the team at Groundsure to move them to a better place, feel free to get in touch.
We'd love to chat if you’re a brand operating within the professional services sector that needs to evolve and is keen to get ahead of the flock.
Call us on: 01443 237717
Email us: whistle@brightcollie.com
We've worked with Bright Collie since they refreshed our brand and positioning a few years back, so they knew Groundsure before they touched a line of code. The result is a platform our own team can run — landing pages and product pages at campaign speed, far less reliance on external dev. It feels like ours now, and that's exactly what we wanted. The level of support we received from the Bright Collie team was unmatched and helped keep the project run smoothly.
Kirstie, Groundsure