Raccoon | London, UK
Raccoon
Squarespace Website, SEO Strategy & Copywriting Case Study
Learn how we helped Raccoon London modernise their digital presence, protect their long-standing SEO rankings, and empower their in-house team to scale pages with confidence by delivering a Full Squarespace Website, SEO Strategy, SEO Copywriting, Transfer from 7.0 to 7.1, Advanced Search Plugin, and Mega Menu.
A modern, scalable website structure
Improved navigation through mega menu
Future-proof SEO foundation for global pages
Fast, intuitive content creation workflows
Project Overview
The Client
Raccoon London is a London-based content creation agency with a global footprint of over 150 photographers and videographers across 30+ countries. For 14 years, their website has acted as a powerful inbound engine, supporting their reputation as a trusted partner for brands needing fast, high-quality visual content.
The Challenge
Their existing Squarespace 7.0 website was outdated, difficult to scale, and no longer reflected the credibility or global presence of the agency. With a massive content library and location-specific pages for talent worldwide, they needed a refreshed 7.1 site with clean structure, powerful search functionality, and brand-aligned copy—all while preserving their strong SEO rankings.
Our Approach
Visuable Packages
To meet their goals, we delivered a strategic combination of design, SEO, and content services:
What We Delivered
Squarespace 7.1 Website Rebuild: Gave the site a modern, enterprise-level aesthetic while keeping the backend intuitive for fast in-house updates.
Scalable Template System: Created flexible page templates empowering the team to build new city and photographer pages quickly without designer support.
Advanced Search Functionality: Implemented a custom search tool enabling users to easily filter through large content libraries.
Mega Menu Navigation: Redesigned the site structure for clarity, speed, and global usability, making high-volume content effortless to navigate.
SEO Strategy for 75 Pages: Maintained and strengthened rankings through a full content audit, keyword mapping, metadata optimisation, and structural SEO recommendations.
Brand-Aligned SEO Copywriting: Refreshed key pages with clear, engaging copy that supports both user experience and organic search performance.
The Results
UX & UI Design Outcomes
Modernised Agency-Level Aesthetic: The new design elevates credibility and positions the brand as a global leader.
Improved Content Discoverability: Streamlined structure and advanced search significantly improve user pathways.
Scalable Page Creation: Internal teams now create new pages in minutes, not days.
Consistent Global Experience: Unified templates and navigation ensure a cohesive brand story across 30+ countries.
Creative Execution
Impact and Creativity
The redesigned Raccoon London website delivers an immediate sense of clarity and creative authority. The previous layout felt visually dense and functionally dated, whereas the new design embraces space, rhythm, and hierarchy to spotlight the agency’s strongest asset: its imagery. The homepage introduces a clean, editorial-style structure backed by a refined typographic system that frames content elegantly without competing with the visuals. Subtle shifts in spacing, colour, and weight guide the eye naturally through sections, creating a confident, contemporary aesthetic consistent with a global content creation agency. This elevated visual language not only strengthens trust but also communicates the scale, speed, and sophistication behind Raccoon’s international network.
Functionality and User Experience
A core challenge for the brand was the sheer volume of content—locations, photographers, videographers, case studies—and the need for users to navigate it effortlessly. The new UX approach restructures the site into a coherent, intuitive system that supports multiple user pathways. The redesigned mega menu instantly orients visitors, revealing a logical categorisation of services, locations, and talent, replacing the previously overwhelming navigation with a calmer, more predictable structure. When exploring deeper into the site, users experience consistent page architectures designed for scannability: a clear hero statement, followed by concise service or portfolio summaries, and structured visual grids that load quickly and maintain a clean aesthetic across devices. The integration of an advanced search function transforms usability—search results are fast, relevant, and formatted cleanly, enabling clients to locate photographers or work examples in seconds. On mobile, the experience remains fluid: vertically stacked content blocks, simplified interactions, and thumb-friendly navigation ensure the site feels intentionally crafted rather than adapted as an afterthought.
Branding and Storytelling
Raccoon London’s brand narrative is now woven throughout the site with coherence and purpose. The updated content and design work together to create a storyline that positions the agency as an agile, global, creative partner rather than simply a directory of talent. Each page communicates credibility through curated visuals, thoughtful copy, and structured layouts that highlight their international reach. Location and team pages are streamlined to emphasise local relevance while reinforcing the agency’s unified voice. Photographer and videographer pages follow a consistent pattern that blends biography, capability, and portfolio in a way that is both personal and professional. The storytelling approach avoids unnecessary complexity, instead presenting Raccoon’s offering with clarity and assurance—helping users quickly understand what the agency does, how it works, and why its global network is a strategic advantage.
Execution and Design Excellence
Every design and technical decision supports both performance and scale. Squarespace 7.1’s modular architecture allowed us to create a family of reusable templates that ensure consistency across more than 75 pages while giving Raccoon’s internal team the flexibility to build new location and talent pages with ease. Careful control of imagery—compression, aspect ratios, loading behaviour—ensures the highly visual site performs smoothly without compromising quality. The migration from 7.0 to 7.1 was executed with meticulous attention to URL structures, redirects, and metadata preservation to protect their 14-year SEO history. Internal linking was re-engineered to strengthen relationships between services, case studies, cities, and talent profiles, improving both navigation and search performance. The final result is a site that not only looks refined but is engineered to grow: structurally sound, SEO-ready, mobile-optimised, and intuitive to maintain.
Summary
The Raccoon London project brought together strategic restructuring, future-proof design, and advanced SEO to elevate a 14-year-old digital presence into a flexible, modern platform. By combining scalable templates, search-friendly architecture, and brand-aligned copywriting, we created a website that supports both the agency’s global reach and its need for fast internal expansion. The result is a professional, engaging, high-performance website that strengthens credibility, improves visibility, and empowers the team for years to come.
Brand photography courtesy of Racoon
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