CedarLabs worked with PRP on an accelerated website launch. They chose to work with PRP because they were not looking for a traditional website design process and needed their new site quickly. The business was picking up fast as school districts and states were looking to CedarLabs to help modernize their state reporting processes.
Their existing website had become dated and did not reflect how they had evolved as a company. Nor did it provide their visitors with what they needed. Challenges included:
To meet their time constraints and website performance goals, PRP used a Growth-Driven Design process while building their new website.
“We worked through some things that we needed to sort out ourselves as a business that we just hadn't taken the time to do around thinking about user scenarios and who we were pitching to, what might prevent them from buying, and what are the key messages,”
“Our company was founded by folks from a range of backgrounds, but probably a majority of folks from more technical backgrounds,” Silberglitt explained. He added that their first website before partnering with PRP “was really tech-heavy.” It sent the message “Hey look we can communicate in JSON and XML!” said Silberglitt, adding “and that's great, but it doesn’t really speak to 99% of the people who reach our website.”
“We only have time to pitch to the CIO, the project manager, and maybe one other person like the project lead, and that's about it. So that really helped us to make sure we weren’t too heavy on the tech speak that would go over folks’ heads because we were speaking to an audience other than the buyer.”
“We had a new person on our sales and business development team who needed to be steeped in the CedarLabs way and what's great about our business and how we should be pitching,” Silberglitt explained. “For him to go through that process, the timing was perfect.”
“It is just such a pretty and well designed website. That's for sure stuff we couldn't have done on our own. We're proud of our website now, whereas before we sort of hoped they didn't look at our website.”
“We want to know a lot about our audience’s behavior-whether our emails are getting read, whether folks are going to our website because you're kind of in the dark at first and just trying to get in the door. We need to understand where we're getting some traction and where we aren’t.”