Case Study – ©MV

RTC Safety Surfaces

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Introduction

RTC Safety Surfaces have been installing playground and safety surfacing across the UK since 1993: schools, local authorities, Great Ormond Street Hospital, the Olympic Park. The website wasn't doing any of that justice. A business with a 30-year track record and installations in 16 countries deserved something that reflected it.

Proven Results

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Fewer Clicks to reach Key Pages

Reduced Bounce Rate

Increase in Organic Enquiries

Faster Page Load Time

Challenge

The old site had no design to speak of. For a company commissioning work from local authority procurement teams, main contractors, and architects, that's a problem; these buyers make significant decisions and they're assessing professionalism before they pick up the phone. A site that looked cobbled together was actively undermining a brand that had earned serious credibility.

Burnley Web Design Services

Solution

A vibrant, modern platform that finally matched the business behind it. Three core surfaces (Wet Pour, Rubber Mulch, and Enviro-Pave), each given clear product architecture and technical information pages for buyers who need detail. Navigation restructured to cut the path to key content. Hosting migrated to a faster server. The result is a site that looks like a market leader, because RTC is one.

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Project Timeline

Discovery – 2 Weeks

Design – 3 Weeks

Development – 5 Weeks

Testing – 2 Weeks

Discovery

2 Weeks

Title

20%

Mapped the full product range, audience, and the credibility signals RTC had already built over 30 years. The key question: how do you make a procurement team feel confident enough to request a quote?

Design

3 Weeks

Title

30%

A vibrant visual direction that reflected the product: bold, colourful, and unmistakably RTC. Clear product hierarchy built around the three core surfaces, with the credibility architecture running throughout.

Development

5 Weeks

Title

50%

The approved designs built into a responsive, CMS-managed site with dedicated technical information pages for each surface type. Hosted on a new, faster server.

Testing

2 Weeks

Title

20%

Performance testing, cross-device QA, and navigation path review, making sure every route to a quote request was as direct as possible.

Design Psychology

Here’s every bias and principle deliberately applied across the site.

Halo Effect

Great Ormond Street Hospital, the Olympic Park, Marvel’s Westfield installation. These names appear early and do immediate credibility work. A council procurement team assessing a new contractor and seeing those projects reframes RTC before a single word of copy is read.

Authority Bias

“The UK’s Leading Safety Surfacing Contractor Since 1993” is the first line of the homepage. 30+ years, thousands of installations, 16 countries. The credentials are stated before the product is even explained.

Social Proof

Extensive named testimonials from specific roles: Technical Production Manager at Westfield, Attractions Manager at Longleat, representatives from Cumberland Council and Chelmsford City Council. In B2B procurement, named testimonials from comparable organisations carry far more weight than volume alone.

Loss Aversion

Safety surfacing is literally about preventing injury. The buyers commissioning it (public sector procurement teams, architects) cannot afford to appoint the wrong contractor. CSCS certification, Enhanced DBS checks, and SSSTS for site managers are displayed prominently because they’re the first questions procurement will ask.

Loss Aversion

Hick's Law

Three surfaces at the top level of navigation. A complex product range made navigable by giving buyers a clear entry point (Wet Pour, Rubber Mulch, or Enviro-Pave) before revealing the depth within each.

Chunking

Technical information pages sit beneath each product. Buyers who need specification data can find it; those still evaluating don’t need to encounter it first. The “Why work with RTC?” section breaks the proposition into five discrete, tabbed units.

Anchoring Bias

“Since 1993”, “30+ years”, “16 countries”, “thousands of installations” establish quantity and longevity before any sales conversation. The frame for every subsequent interaction is set by these numbers.

Noble Edge Effect

A dedicated Eco Friendly section in the navigation. Public sector procurement increasingly carries sustainability requirements; this isn’t decoration, it’s a pre-qualification checkbox.

Sunk Cost

“Same Day Estimates” lowers the barrier to first contact significantly. It reframes the enquiry as a quick, low-risk action rather than the start of a long sales process, and once someone has an estimate in hand, the psychological cost of not proceeding rises.

Von Restorff Effect

Great Ormond Street and Marvel/Westfield are the anomalies that stick. In a market of local playground contractors, having those names in your portfolio is the thing visitors remember. The site makes sure they’re visible early.

What the Client Said

Be the Next

We’re really happy with the fresh look of our website. The new website is visually stunning, up to date, and perfectly reflects our company's values and objectives. We've had lots of positive comments from our customers on our new website.
Laura WilliamsRTC Safety Surfaces