In addition to a content and website audit, we researched market forces at play to discover the challenges of the companies that would benefit from PCS.
We took a deep dive into PCS’s analytics, looking at historical lead data to understand baseline performance and roles of converted leads.
We reviewed all of PCS’s main competitors from an organic SEO perspective, information architecture, and visual design perspective. We also assessed behavioral data from Google Analytics, heat maps, and user flows across website pages.
Instead of pushing forward with a site redesign that would leave one team dissatisfied, Ironpaper held a workshop with everyone to get all ideas on the table.
This workshop's goal was to produce a clear direction for the new brand strategy and its visual manifestation, so all participants felt comfortable with our approach.
This session explored the brand vision and values of both the technical team and the business team. We discovered color and image preferences, as well as had each participant describe the company, values, and buyers. This session helped us form a cohesive look for the site and gave us unique insights into creating content to address the buyer.
It also allowed us to see that some content and messaging were too high-tech for the buyer. The PCS team's descriptions forced us to take a step back to revise messaging to speak directly to the buyer.
PCS's customers are a very niche group. It's not simply anyone in the logistics industry. PCS wanted to speak directly to carriers and brokers that had specific pain points. Ironpaper conducted in-depth research and interviews to uncover why someone would use PCS's platform so we could focus content efforts.
Ironpaper team worked on creating a seamless user flow to provide an easy navigation and deeper content engagement. User experience focused on making moments of conversion as intuitive as possible.
