100%
Increase in dwell time
600%
Increase in conversion rate
+2 Positions
In Google Search rankings
Introduction
Team London Bridge is the Business Improvement District (BID) behind one of London’s most iconic and vibrant destinations. From food and drink to entertainment, retail, healthcare, and commercial spaces, London Bridge is home to a thriving mix of businesses and communities.
As the BID prepared for its upcoming reballot, it needed a new website that would showcase the breadth of its work and inspire confidence in the future. The challenge was to create not just a marketing tool, but a long-term digital platform that could engage members, demonstrate impact, and communicate a bold vision.
The Challenge
The existing Team London Bridge website, built on Squarespace, was reaching its limits.
While it served as a basic communications platform, it couldn’t support the BID’s ambitions:
- Content was difficult to manage and lacked flexibility for future growth.
- Directory information, also published on the tourism site atlondonbridge.com, had to be duplicated, creating inefficiencies and inconsistencies.
- Technical performance and accessibility standards were below what was needed for a modern, large-scale organisation.
With the reballot approaching, the BID needed more than a refresh — it required a robust digital platform that could showcase its impact, engage multiple audiences, and integrate seamlessly with its broader digital ecosystem.
Our Process
We worked closely with partner branding agency, Anatomy, to define the digital strategy behind the new Team London Bridge website. Together, we mapped out how to migrate content from the existing Squarespace site into a new modular WordPress platform.
The goal was to create a system that combined flexibility with longevity. Each page was designed from a library of well-crafted blocks, allowing content managers to build and adapt pages easily without sacrificing consistency or design quality.
At the same time, we focused on future-proofing. With multiple sites under the Team London Bridge umbrella, including the tourism-focused atlondonbridge.com, we planned integrations that would minimise duplication, improve data flows, and make content management more efficient.
The solution
The final website combined technical performance, accessibility, and engaging design to create a platform ready for the BID’s next chapter.
Key highlights included:
- Modular WordPress build — flexible content blocks allow the team to update and expand the site with ease.
- High technical standards — optimised for page speed, WCAG AA 2.1 accessibility, and enhanced with subtle micro-interactions and animations.
- Contentful integration — a live data feed pulls business directory listings directly from atlondonbridge.com, ensuring content is always up to date without duplicate management.
- Interactive mapping — a custom Mapbox-powered map brings the directory to life, providing an intuitive, high-performance way to explore the area.
The result is a confident, future-facing platform that gives Team London Bridge the tools to lead conversations, demonstrate value, and connect with its audiences more effectively.
Impact
In the six months since launch, the new website has delivered measurable results:
- 100% increase in dwell time
- 600% increase in conversions to Team London Bridge’s target pages
- +2 positions in average Google search rankings
- 3.09 million impressions across search results
- 19,400 clicks from new and returning visitors