SEO Retainer Results: A Six-Month Case Study
Most businesses that invest in SEO want to know one thing: will it actually work? This case study answers that question with real data from a six-month SEO Boost Retainer delivered by ProfileTree, a...
About North City Business Park
North City Business Park is a local enterprise agency for North Belfast, established in 1993 by Sandy Brown, Irvine McKay, and Robin McConkey during a period of significant political tension in the city. Since welcoming its first tenant in 1994, the organisation has managed 45,000 sq ft of commercial property across 49 units ranging from 500 to 2,000 sq ft, situated on Lower Duncairn Gardens.
The park’s offer extends well beyond property. It runs government-funded business support programmes (including the Go Succeed Programme, delivered in partnership with 11 local councils and Enterprise NI), as well as Start Up Loans, business mentoring, conference facilities, and virtual office services. ProfileTree was appointed to rebuild the organisation’s digital presence to reflect the full scope of that work.
The Challenge Business Parks Face Online
The businesses we work with in the enterprise agency space often face the same digital problem: they are doing far more than their website suggests. A business park is not just a property landlord. It typically runs funded programmes, provides mentoring, hosts events, offers conferencing, and plays an active role in local regeneration. But most of their websites present only the basics: a list of units and a contact form.
That gap matters. When a first-generation entrepreneur in North Belfast searches for support to start a business, they are unlikely to find a local enterprise agency’s funded programme if it is buried three clicks deep under a generic services menu. When a growing company is looking for a flexible 500 sq ft unit, they need to see photos, floor plans, and availability; not a paragraph of text asking them to call.
Location perception is another specific challenge. Business parks in regeneration areas sometimes need to work against assumptions. Security, accessibility, and the quality of the environment are all things a well-designed website can address directly and honestly, before a visitor ever makes an enquiry.
Our web design for Northern Ireland businesses approach starts by mapping the full range of services an organisation delivers, then building a site structure that makes each of them findable and understandable. We’ve found that Wix website design offers the right balance of flexibility and internal manageability for organisations where the content team isn’t a developer.
What We Did: The Business Park Website Design Approach
Strategy and Planning
The discovery phase identified six measurable objectives: promote available units with genuine detail, surface the funded support programmes to new audiences, create separate enquiry routes for different service lines, position the location positively for prospective tenants, build trust through staff profiles, and give the internal team the ability to manage content independently without developer support.
Wix was selected as the platform. For an organisation of this size, with a non-technical team and a mix of content types (property listings, programme pages, news, team profiles), Wix provided the flexibility and CMS usability that WordPress would have required considerably more configuration to match.
Information Architecture and Content Structure
We built the site around a clear nine-section architecture: Home, About Us, Property and Facilities, Business Support Services, Virtual Office and Conference Rooms, Available Units, News and Updates, Meet the Team, and Contact. This structure ensures that business park website design serves both lead generation and service discovery from the same site, without competing priorities.
Each section was written to stand alone. A visitor arriving directly on the Business Support Services page should be able to understand what is available, who it is for, and how to apply; without needing to navigate elsewhere first.
Property Showcase and Tenant-Facing Content
We built a dedicated property showcase covering all 49 units with size information (500 to 2,000 sq ft), facilities detail, location and transport links, and a visual gallery. The goal was to make the website a direct sales tool for tenant acquisition, providing enough information for a prospect to make a qualified decision before picking up the phone.
Service and Programme Pages
Each business support programme received its own dedicated page, including the Go Succeed Programme, the Start Up Loans scheme (up to £25,000 at 6% fixed rate), and the business advice and mentoring offer. Every page closes with a targeted call to action routed to the relevant team contact.
Virtual Office and Conference Facilities
The conference and virtual office section was built as a revenue-generating standalone service, not a footnote. It includes detailed descriptions of the meeting rooms, AV equipment, flexible booking options, and virtual office packages covering mail handling and call answering. This section targets businesses that are not tenants but may use the facilities regularly.
Team Profiles and Multiple Contact Points
Staff profiles with roles and contact details were added to create a personal connection and direct visitors to the right person. Rather than a single generic contact form, the site routes enquiries by service type: property rentals, business advice, conference bookings, and general enquiries are each handled by a separate form tied to the relevant team member.
Results
Following the launch of the new website, North City Business Park reported improved enquiry volume across multiple service lines. The conference and virtual office offer gained visibility it had not previously achieved online. The dedicated unit listings improved the quality of tenant enquiries, with prospects arriving better informed about size, facilities, and availability before making contact.
The funded business support programmes, particularly Go Succeed, saw increased engagement from the pages designed to explain them clearly. Internally, the client team reported being able to update content and add new listings without requiring external development support, which had been a recurring constraint with the previous site.
How ProfileTree Approaches Business Park Website Design
Every business park website project starts with the same question: what does this organisation actually do, and does the current site reflect all of it? In most cases, the answer is no. The gap between the full service offer and what is publicly visible online is where the real opportunity sits.
Our process works through four stages. We begin with a service mapping session: listing every distinct service, programme, and audience the organisation serves, including ones they haven’t previously promoted online. We then build the information architecture around those services, with a structure designed to support both search engine visibility and user navigation.
The build phase focuses on three things: property content that serves tenants practically, programme content that serves business owners seeking support, and a contact architecture that routes each enquiry type efficiently. We built in the ability for the client team to manage content independently after handover, because a business park site that can’t be updated quickly becomes outdated quickly.
For business parks in regeneration areas or with specific location narratives, we include dedicated content that addresses the location directly and factually. This isn’t about spin. It’s about ensuring that the actual facilities, security measures, transport links, and community activity are documented and visible to anyone considering the site. Our full web design services for Northern Ireland businesses cover every stage from discovery through launch and ongoing support.
“By combining modern design with clear service pathways, we’ve helped position the business park as a thriving hub for business in Northern Ireland.” — Ciaran Connolly, Founder, ProfileTree
