The relaunch of Guardian Media Group-owned Smooth Radio’s new website will coincide with the station’s national rollout.
Briefed in August after a direct appointment, the consultancy sought to carry out research and competitor benchmarking to establish ideas for the development of content and functionality.
The site – set to relaunch in January – will see a new interface and online guidelines developed for the brand.
According to Code Computer Love account director Brian Robinson, the site will be designed with ‘create once publish everywhere’ capability, which maximises content across platforms including Internet, radio and TV, so that ‘if another device came along’ the site would ‘cope’.
Current features including ‘listen live’ and ‘listen again’ will be retained – as will news, competitions, offers, events and presenter and show information.
Richard Lucas, GMG Radio’s deputy digital director, says the new site ‘will closely reflect and complement our on-air output, and enable our audience to listen more, dig deeper, get involved, share, take part in conversation and generally feel more connected with the on-air experience’.
The decision to redesign the site follows Smooth Radio’s foray into iPhone, iPad and mobile apps earlier this year.