At Jazzbones, we love a project with real purpose behind it. That was certainly true of our work designing and building a new website for the Wiltshire and Swindon Business Crime Reduction Partnership (BCRP), a business-led partnership connecting retailers, hospitality venues, Business Improvement Districts, local authorities and Wiltshire Police, all working together to reduce business crime and anti-social behaviour across the county.
Backed by the Office of the Police and Crime Commissioner (OPCC), the partnership offers real-time intelligence sharing, coordinated support from Neighbourhood Policing Teams, and practical training to help keep staff, customers and premises safer. The trouble was, too many businesses didn’t know the scheme existed, and those that did often found reporting incidents or joining the partnership confusing and disconnected. The brief was clear: build a website that makes the BCRP easy to understand, easy to trust, and easy to act on. (We designed the brand identity behind the site too, which you can read about separately, but this project was really about bringing that identity to life through a website built to work hard.)
Designing for clarity, first and foremost
With such a broad range of visitors, from business owners hearing about the BCRP for the first time to existing members looking for support, clarity had to come before anything else. We kept the layout clean and uncluttered, with confident typography and plenty of space, so nothing competes for attention with the site’s two most important actions: joining the partnership and reporting a crime.
The circular, dot-based motif from the brand identity, representing separate organisations connected in constant communication, carries through the website in subtle detailing and iconography, giving the whole experience a strong sense of visual consistency without ever feeling heavy-handed.
Built around real user journeys
Because the partnership operates across eight areas, Swindon, Salisbury, Trowbridge, Warminster, Chippenham, Amesbury, Devizes and Royal Wootton Bassett, we built dedicated pages for each one. This means a business in Trowbridge sees information genuinely relevant to them, rather than wading through content for the whole county to find what applies locally.
We designed clear, persistent “Join Us” and “Report a Crime” pathways throughout the site, so whatever page a visitor lands on, the next step is never more than a click away. That was a deliberate response to the friction that had been putting businesses off engaging with the scheme before.
A few other features round out the experience:
- A news and updates section, keeping the business community informed of partnership activity, police operations and local success stories.
- A comprehensive FAQ section, helping demystify exactly how the partnership works and what support is available, reducing hesitation for businesses considering joining.
- A clean, responsive layout, ensuring the site looks and works just as well for a business owner checking it on their phone between customers as it does on a desktop.
The result
The finished website gives the Wiltshire and Swindon BCRP a credible, easy-to-navigate platform that supports the OPCC’s wider ambition to strengthen crime reporting and build a coordinated, data-driven response to business crime across the county. It’s a strong example of the kind of purposeful, community-focused work we love being part of at Jazzbones.
Visit the website:
wiltshireswindonbcrp.co.uk
If you’re looking for a website designed around real clarity and real user journeys, get in touch with the Jazzbones team.