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Merging three separate websites into one

The Starting Point

The British Dental Industry Association (BDIA) is the UK’s national trade association for the dental industry. They represent and support the collective interests of manufacturers and suppliers of dental products, services and technologies. 

When they came to ie they had 3 separate websites which contained duplicate information and had become an administrative nightmare. One was a site which outlined what the BDIA do in the industry with the aim of attracting and supporting signing up new members. The second, a training website designed as an introduction to dentistry offered a certification and a learning resource for anyone in the dental industry. And the third was a website which was primarily a resource offering support information for members.

The Intelligent Approach

ie spent time auditing the three websites to establish where duplication existed, and where the customer journey could be made more effective and simpler for all visitors to the website, including members, non-members, students and dental professionals.

There was a requirement to ease the administrative burden and the decision was made to encapsulate all that the BDIA do in one website. This would become one resource with no duplicated data and information; a central administration system to run all the online resources.

The decision was also taken to enable members to administer their own entries in the member database. This information is then displayed in an easy to use members directory and is visible to dental professionals looking for trusted suppliers.

The student area was also redesigned, enabling students to pay online to access the student resources and training materials as well as allowing member administrators the same access. All student information feeds directly into the BDIA’s new CRM system, Gold-Vision, ensuring they can seamlessly manage all marketing and day-to-day administrative tasks.

The updated website’s will also encourage the BDIA to engage more with existing members on a day-to-day basis, as well as providing members with a space to interact with each other and discuss key issues.

The Results

The ie team created a clean, responsive and professional website that provides a streamlined central resource and community-based platform. It has succeeded in bringing together the BDIA member community of over 125 companies and has had glowing feedback from members and staff alike. 

In all, the whole process has enabled the BDIA team to free up their time to do the core elements of their job and spend far less time on administration tasks. 

BDIA Business Development and Communications Manager Nicola McGing said, "This was a sizeable project; it represents a massive step forward from where we were and is expected to deliver numerous benefits for both our members and our internal administrators.

Already we are saving time by not having to answer numerous calls from people trying to find information because now they can easily find it on our website! Everyone is very happy with the new website and we are receiving very positive feedback from users across the board. 

I have enjoyed working with the ie team. They take a very structured, consultative and forward-thinking approach, which helped make the planning, design and build as quick and easy as possible. I am delighted and proud of what we have achieved together!"


The new website supported our objective to improve the bottom line and to shift from simple volume growth to spend more time on the right types of job with a better margin. By saying the right things and portraying the right image, the website has helped our gross profit to more than double.

Lewis Ryden - co-owner & director Sybaris Chauffeurs


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