Baines Simmons is a world leading aviation regulations, compliance and safety management consultancy. Partnering with the world’s leading civil and defence aviation organisations to improve safety performance, Baines Simmons is a trusted advisor to businesses, armed forces, governments and regulators across all sectors of aviation, driving continuous improvement to safety performance through consulting, training and outsourced services.


The Challenge

The company had experienced sustained organic growth built upon an enviable brand and powered by a continuous marketing drive. As the company expanded, the customer proposition and online presence became outdated and did not reflect the changing scale and breadth of service provision.

The Solution

Veucom worked with the Baines Simmons Head of Marketing and Managing Director to develop a new, segmented service offering to align the services with industry markets, their areas of expertise and types of service provision. A new customer proposition was developed for the revised service offering, and a completely new website was developed to communicate the full range of expertise and services of the company.

Several workshops were conducted with Baines Simmons key staff to facilitate the creation of a new Customer Proposition. The resultant customer proposition ensures a consistent, concise message that successfully communicates the market position, scale, value and benefits of Baines Simmons and is applied throughout all marketing communication disciplines.
Once the new proposition and segmented service offering had been established, Veucom addressed the challenge of presenting this online.

Veucom designed a new website featuring a new Content Management System (CMS). The segmented service offering was presented using colour coding for industry areas which aligned with the company’s printed Training Course Directory.

The Baines Simmons Aviation Safety Academy offers training courses to the aviation industry. The new website features a searchable training course directory with an online booking and payment system to enable quick and easy booking of courses that are held at the company facility in Surrey.

Other content introduced into the website:

  • A much expanded expertise section featuring in excess of 40 different aviation industry expertise areas
  • Regulations Updates – a comprehensive online resource for the latest European aviation regulatory information
  • SMARRT® Tools – a suite of downloadable diagnostic tools
  • SMARRT MAP-MI® – an online app featuring a self-assessment tool to measure the performance of safety management in aviation organisations
The new website featured an ecommerce facility for online booking and payment of the company’s Aviation Safety Academy training courses.

Managed from a custom Content Management System, the full training course details are presented to the user including dates, location, price and downloadable information sheets. Training courses can be booked and paid for online using a credit card.

The new website performance has been impressive from the moment it was launched.

Increase in the number of website
visitor sessions
Increase in the number of website
page views
Increase in the average visitor
session duration
Decrease in the bounce rate of
website visitors
Data representative of first three months post website launch Google Analytics.


As a result of the new website, Baines Simmons experienced a dramatic increase in performance, along with many accolades from staff and customers.

In the first 3 months of being online, the new website statistics showed:

  • Number of website visitor sessions increased by 69%
  • Number of page views increased by 132%
  • Average session duration increased by 36%
  • Bounce rate of visitors decreased by 10%