What We Learned About Ourselves
Who We Are ≧ What We Do
Who we are (our people, our creative vision, our investment in each client’s success) is just as important to our clients as what we do. And it’s what differentiates us from other agencies.
Discovering how much our people matter to our clients is the reason our new website leads with who we are. It’s an introduction of sorts to the people and the passion behind our company. We also wanted our fun, non-corporate culture to come through clearly, so we invited each team member to write their own bio, provide informal likes and dislikes, and submit personal photos that represented what matters to them outside of work.
Over the years, we’ve heard feedback from our clients saying they selected us because of our team, I’m proud of the talent we have. I want to see them in the spotlight so viewers can get to know us better and see how we make it all possible behind the scenes. – Darren Fox, Idea President
Instead of just telling website visitors that we’re different from other agencies, we included a number of reviews and testimonials explaining, in our clients’ own words, exactly how we’re different and why it generated results. That type of third-party validation speaks volumes.
The Cobbler’s Children Have No Shoes.
While we’ve updated parts of our existing website since launching in 2013, the appearance felt outdated.
In the well-known proverb, the cobbler spends all his time making shoes for his customers but doesn’t take the time to make shoes for his own children. Because his customers come first, his children go without. Though we’ve built hundreds of custom websites, this launch represents the first full rebuild of our own website since 2013. From a technical standpoint, we improved site speed, while using graphic-rich content as well as video, which was a challenge in itself. We knew most of the people visiting our website were at some point in the process of redesigning their own. So, we had to create a straightforward user experience. We chose to use a navigation menu with only three drop-down sections. Together, they provide the information our target audience needs most: What We Do; Who We Are; Contact.
Sharing What We Know
We weren’t publishing enough of the thought leadership that shows we’re knowledgeable experts in our industry.
We committed to a more in-depth and robust blog section that educates business leaders by sharing our best practices, tips, and downloadable resources. Of course, doing this the right way also meant developing a content plan and an editorial calendar to guide us for the next year as we continue to publish and promote these insights.
Users want answers that help them make better decisions.
We want the right people to find our website at the right time. That means creating compelling, search engine optimized (SEO) content for each page that shows we understand their pain points, their opportunities, and that we can help. However, it also means building long-term consultative relationships by delivering audience-centric resources for every stage of their journey–even when they aren’t yet ready to start a new project.
Invested in Industries
We knew we could serve just about any kind of company, but we weren’t clearly defining which industries we want to focus on.
When the right people find us, we want them to understand what we do best. For us, that meant creating a dynamic portfolio section with samples of our work and case studies from a variety of industries. Over time, this section will also include case studies that focus not only on what we made but also what we made possible for our clients.