As an innovator in their industry, Separators, Inc. came to Leighton Interactive looking for a website redesign to stand out from their competitors. Separators was looking for a new website that would speak to their personas. They represent a technical, data-driven background, so it had to be more than beautiful design. It had to work. The content had to be intelligently crafted for their target persona and the website had to offer conversion opportunities that would attract that specific user. Separators wanted their website to be user-centric. Here’s what we were working with:
- A strict budget and timeline - ideate, design, develop, and launch within 60 days
- Limited visual resources - especially a lack of photos
- Highly technical information
- Five areas of business - Centrifuges and Service are their bread and butter, but they also provide parts, consulting, and technology services
It was also a top priority to craft a website that was a valuable tool for their sales team. A website that not only converted online, but something they could point to as a resource. They wanted more from their website than an online brochure. They wanted a website the truly represented their innovative company and culture.
With a strict budget and timeline, we got straight to work to uncover the the wants, needs, and dreams for the Separators’ website from both the perspective of the Separators team and more importantly, Separators’ ideal customers. We created personas for which the content for the website would be created. Key term research was also completed to identify the best SEO solution, as well as guide content creation.
After the research process, we created wireframes to help our internal team and Separators visualize the website - this is an opportunity to get client feedback before we jump too far into design. Next was the hefty creation of content which takes into consideration persona research, market data, industry knowledge, client insight and interview, SEO/KTR, and wireframes.
Finally, armed with awesome, technical and optimized content, we started the actual website design process. We were able to find a perfect balance of using the images Separators had and using graphical elements that were reminiscent of the industry. The client approved the design and we moved into development. The website was built on the HubSpot COS as this was the best long-term solution for the client. It allowed us to launch the website quickly and efficiently.