The challenge
Exposure Analytics are pioneers in event tracking technology, offering tools like footfall tracking, heat mapping, and dwell-time measurement. While their tech was cutting-edge, their previous website didn’t reflect this. The site focused heavily on devices and data capture – but didn’t clearly communicate the value or results of their services.
The team wanted to modernise their website, update the messaging to focus more on outcomes than hardware, and showcase their innovative approach with a clearer brand presence.
Project Snapshot
| Client Type: | Direct Business |
| Working together since: | 2024 |
| Tech: | WordPress, ACF & Gutenberg, API Integration |
| Additional team: | Charlotte (graphic design) |
Refining the message
I worked closely with Rob & Dan to understand what Exposure Analytics really offers: data that drives decisions. Together, we shifted the site’s focus from hardware features to business outcomes – helping their clients understand not just what the technology is, but what it does for them.
We developed a clearer content hierarchy, introduced a more conversational brand voice, and restructured the layout to guide users toward key pages and calls to action. This was presented in Figma as a prototype (see image)
Modernising the design
While we kept the original logo and primary brand colour, I introduced a more dynamic colour palette to help key areas of the site stand out. This visual refresh carried through to their print work too, helping create a more unified brand identity across platforms.
Bringing the data to life
One of the most engaging features of the new site is the live statistics. Using data from their dashboard, the site displays real-time figures – showing how many visitors they’ve tracked, total events, and dwell-time metrics. It was a fantastic way to demonstrate the scale and power of their platform at a glance.
Making the complex feel simple
Explaining sensor-based tracking tech to non-technical users is no easy task. To help visualise their offering, I collaborated with Charlotte to create a custom illustration showing how the sensors work within an event space. I added subtle animations to give it an extra layer of clarity and polish.
The result
Since launch on 13th February 2025 (writing this in April 2025), the site has had a tangible impact on Exposure Analytics’ marketing performance:
- +84% active users
- +84% new users
- +118% organic search traffic
- +48% direct traffic
- 9 new leads (up from 7)
- 1 converted client + 3 highly engaged leads (compared to no new customers in the previous period)
What they said
- Rob Murdoch, Exposure Analytics“We had the pleasure of working with Jo Loveridge at Starboard on the development of our new website, and we couldn’t be happier with the results. From start to finish, Jo demonstrated exceptional creativity, professionalism, and attention to detail. She took the time to understand our business and vision, translating it into a website that not only looks fantastic but also functions seamlessly.
The new site has exceeded our expectations, both aesthetically and in terms of performance. It perfectly represents our brand and has already received excellent feedback from our clients and partners. Jo made the entire process smooth and stress free, providing clear communication and expert guidance throughout.
I would highly recommend Jo and Starboard to anyone looking to elevate their online presence. Her work has made a tangible difference to our business, and we are truly grateful for her expertise and dedication.”