While a previous website existed, the brand was in process of being re-envisioned. This meant a lot of flexibility was needed as the vision of the new brand was developed. The project needed to move forward independent of the brand development. When the brand was defined, it needed to be integrated into the User Experience - after interaction planning but before the aesthetic design phase. Timing was key, as were the deliverables from the brand design team.
Content was another challenge. The company had changed a lot from the time the previous website was built. Services had changed, its market positioning had been revised and even the imagery wasn’t a fit with the new vision. This meant that reusing content wasn’t an option. It all needed to be rethought, interviews needed to be held and research for imagery needed to be completed. In addition, the content needed to speak to two audiences - both direct customers and referral partners - and we needed to integrate an existing client portal.
The previous website produced few low quality leads, which meant we needed to rethink how visitors interacted with the website and how they became sales leads. Market research needed to be done to discover how to best convert visitors into sale leads at the right time and in the right way.
While discussing the project potential with the client, we discovered an opportunity to incorporate search engine optimization (SEO) during the content creation and design process - something we often like to do. The client had some idea of keywords but the information was dated. A revised strategy was needed to support the current offerings and competitive landscape.