Bureauvijftig
Bureauvijftig is the Dutch strategy bureau that looks differently at ageing, advising organisations from Google and Rabobank to the Ministry of Health on how to understand and reach the 50-plus generation.
About this project
Bureauvijftig had fifteen years of authority in 50-plus marketing and a website that no longer showed it. Working alongside their own designer, we made the new concept conversion-ready, resolved the user experience, built the site, and ran a full SEO migration for their authority blog.
Client Introduction
Bureauvijftig has spent more than fifteen years as the Dutch strategy bureau that looks differently at ageing. They look past age itself and build their work on the diversity of a large, growing group: the 50-plus population of the Netherlands and Flanders. Their proprietary Nationale 50Plus Panel and Vriendenpanel let them hear directly what this audience thinks, and those insights become the strategies and campaigns they build for clients including Google, Rabobank, the Ministry of Health, DPG Media and Oxfam Novib.
The Challenge
Their authority had compounded for fifteen years. Their website had not. The site had dated visibly, and the gap between the calibre of their thinking and how it presented online had become the problem. They also arrived with an unusual condition: they had their own designer, Lotte, who had already developed a considered new visual concept. They did not need a new idea. They needed a partner who could sharpen that idea for conversion, resolve the user experience, build it properly, and protect the search authority their blog had accumulated.
The Approach
We worked with two designers rather than one. Lotte owned the creative concept; we made it work commercially. That meant rebuilding the designs around conversion, resolving the user journeys, and then developing the site in WordPress, which gave the freedom to execute a fully custom house style rather than bend the identity to fit a theme. In parallel, our SEO specialist ran the migration for their authority blog, carrying the accumulated rankings across intact and resolving the technical foundations of the new build. We also sharpened the messaging: clearer, more direct, more focused on what the client actually gains, and with noticeably more personality than the original.
Results & Impact
Bureauvijftig now leads with a proposition that matches their standing in the market, communicated in a voice that sounds like them rather than like a category. The rebuilt journeys are structured to convert visitors into qualified leads, the search authority behind their blog survived the migration intact, and the site loads in 2.2 seconds.
