metfriendly home page

Metfriendly WordPress Website

Metfriendly offers a range of products and services for serving and retired police officers and their families. We worked with them to update their exiting WordPress website.

The main requirement of the website is to generate more applications, so making this process easier was one of our project goals. The previous site appeared more complex than it was; lots of internal links confused the user by adding unnecessary visual language. We simplified the product list and detail pages and made the ‘Apply’ button the strongest element of the page. Making it ‘sticky’ made it is easier for users to apply wherever they are on the page.


Strong visual identity

Something that separates Metfriendly’s brand from their competitors are their illustrations. They have a suite of bespoke characters for use on their promotional materials, making them instantly recognisable. The previous website made little use of these, thus creating a disconnect in their marketing and contributing to the sense that some areas of the old website felt too generic.

At concept stage, we introduced more illustrations and use of their house typeface. This instantly gave ownership of the design to Metfriendly, and made the website consistent with their offline activities.


Increase in organic traffic


Increase in online conversion


Decrease in bounce rate


Testimonials from our clients