MISSION:
Texture Technologies (TT) enjoys 20 years of steady growth and a strong position within a niche industry – mainly due to its recognizable product and area of specialization, i.e. an exclusive focus on the measurement of physical parameters of products.
TT experienced more intense competition in the last six months to a year and its positioning suffered. To address this issue as well as to improve the overall effectiveness of the website as a selling tool, there were a number of aspects of the website that required significant change.
CHALLENGES:
- Redefine the user experience and IA so that the flow of information is easily found by both the primary and secondary audiences.
- Redefine the brand image/look and feel of the site to demonstrate TT as a current, relevant, and pro-active player in the industry.
- Increase qualified leads through SEO best practices. Enhance TT’s positioning on search results pages and help the company connect with prospective buyers who are researching relevant topics, projects, tests, etc.
SOLUTIONs:
- Lead customer segmentation and competitor analysis exercises to identify TT’s various target audiences and to assess TT’s messaging and positioning needs.
- Conducted keyword discovery exercises and a formal web positioning assessment to illuminate TT’s actual performance relative to competitors in terms of desired search results.
- Examined the current AdWords account setup to build a list of desired landing pages as well as what TT would prefer as its top 10-20 most trafficked site pages.
- Recommend an information architecture (IA) incorporating the above findings and inline suggestions for how to improve the content hierarchy and accessibility to info and actions.
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