CETCO WEBSITE REDESIGN
An intragral part of a global rebranding initiative.
Over the years various regional offices and divisions created their own websites, leading to an ineffective brand that appeared to have a multiple personality disorder. One of our main objectives was to consoldate 26 different websites into one clean, elegant and user-friendly site consistent with the new brand standards (see Branding: Cetco project.) The new site, built on a DotNet Nuke platform, takes advantage of the latest CMS technologies in order to quickly and easily manage the myriad of products Cetco across the five global markets they served.
SITE ARCHITECTURE: There were two primary audiences that we needed to consider when creating the user-interface—current customers and new customers. Quick and intuitive access to important information was critical to the success of the site. To do this, we needed to understand our audience in each market. By analyzing the analytics for each of the regional sites, conducting informal surveys and working closely with regional marketing and sales staff we were able to create a flexible site structure that offered a positive user-experience.
FUNCTIONAL SPECIFICATIONS: Based on the business objectives and the needs of the stakeholders, I created wireframes that clearly defined the user experience for various site functions: i.e., search, calendar, news and events, contacts, product information, etc. These functions not only needed to be intuitive for the front-end users, but also needed to be easy to manage.
BRAND LOOK & FEEL: A company’s website is often the first impression that customers have—positive or negative. This is especially true for business-to-business companies. This was no different for Cetco. Since the website would be the linchpin of Cetco’s brand, it was critical that the site’s content, layout, colors, images delivered a positive user-experience. Many studies have indicated that 70%-80% of prospects will research a company’s website before deciding to meet with a salesperson. Our goal was to create a site that supported the sales process and reduced the time it took making a sale.
By analyzing the analytics for each of the regional sites, conducting informal surveys and working closely with regional marketing and sales staff we were able to create a flexible site structure that offered a positive user-experience.
Creating a more user-freindly site by allowing customers to get what they are after with the fewest clicks possible.
Organized and easy-to-manage document download system was one of the most time-saving changes to the website—for customer and client.
Site interior pages were designed for a more deeper sales experience and to help enhance SEO.
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