Challenge & Objectives
AIS came to Impact for a website redesign, and a Support & Maintenance plan. Their existing site was built on WordPress, and they switched to our Support and hosting environment a couple of months prior to launch, making launch a much more straightforward and smooth process.
Their need for a new website was in response to the international growth they had been experiencing, and wanted a website that was more aligned with their global audience, and which would allow them to expand into further markets on their radar.
The website also needed to be able to scale with continued growth, without the need for additional development, and be flexible enough to evolve with their business processes.
As a design based company it was very important for AIS to have a site that was simple and clean as a canvas for their high quality imagery. They have a very strong and established brand identity, so it was very important this continued through to their new website.
The research that formed the early part of our project with AIS, identified some usability issues which the new site would also look to remedy.
A solid SEO strategy was also desired. We introduced AIS to one of our search marketing partners, whom they selected as their ongoing SEO agency.
Wireframes & Visual Design
The process began with a workshop to identify the website and stakeholder requirements.
From the findings of the workshop, we were able to wireframe the key page templates for desktop and mobile views, showing the client where important features would sit in relation to each other, and how user journeys would flow through the site.
Once the client was happy with these, we moved on to the visual design, again, for both desktop and mobile, giving the client how their new responsive website would appear on different devices.
The designs focused on showcasing AIS’s beautiful and striking imagery, using plenty of whitespace for a clean and modern aesthetic. This was balanced carefully with ensuring the site did not become clinical. It was important to demonstrate their human approach to workplace design and build, their approachability and provide a platform for the thought leadership of their team.
Earlier in the process, we identified some usability issues around navigation, and a lack of clear user journeys and calls to action.
We rectified this with a more traditional menu structure, and making sure clear user journeys existed throughout the site, along with prominent CTAs and easily accessible contact information.
To address AIS’s international growth, and aid their expansion into new markets, we implemented Weglot, to give their website multilingual functionality.
We also clearly demonstrated their work with businesses across the globe in the case study section, highlighting the locations of their projects.
This is also reflected on the contact page, with their many locations displayed below the contact form.
AIS wanted their new site to position them as the thought leaders which they are in their industry. We created an Insights section, for their articles, highlighting authors, and their whiterpapers, with forms included on page for GDPR compliant data capture.
To make sure the human touch was not lost, we included a People section, with profiles of their team of experts. This section is easy to manage and expand as they grow.
Stronger Use Of Social Proof
The work AIS does speaks for itself, and it was important to showcase this along with the reviews and testimonials their delighted clients have left for them.
The case studies section is one of the key pages on site. It is dynamically populated with the key top level information from each case study – location, company and an image. The page can be filtered by the services they offer, and the size of the project.
The individual case studies are visually striking with a selection of high quality imagery from each project, a clear summary, and a breakdown of the size, location, sector and services delivered. Each of these has a bold and simple call to action for those wishing to enquire, along with a forward journey linking out to other case studies and further reading, for those wishing to find out more.
A Foundation Of SEO Best Practice
SEO best practice is an important consideration in all of our builds, and something we consider from day one. We introduced AIS to our SEO partner Footprint Digital, and involved them early on in the process to ensure a smooth migration, and a well optimised site.
Ease Of Use & Future Proofing
We created an easy backend experience for the AIS team to be able to modify and add new pages and content without the need for technical knowledge. Elementor was selected for easy on-brand page creation.
As with all our builds, we also included a set of training videos, so that they could train their wider team or any new starters with ease.
We also included Yoast, to allow Footprint to easily manage on-page optimisation.
All areas of the site were created with growth in mind, ensuring their website will have a long shelf life, and scale with their business.
GDPR Compliant Data Capture For Marketing
With the new site we wanted to simplify the marketing process, and enable AIS to better track specific marketing metrics and goal conversions.
GDPR compliant data capture was a must. We integrated all forms with Mailchimp, to make things easier for the team, and we ensured that goal & event tracking was set up with Google Analytics and Tag Manager.
The various data capture points include:
- Whitepaper downloads
- Work with us CTAs at the bottom of every page
- Newsletter Opt-In in the footer
Although the events system is not currently accessible to front-facing users, an entire events area has been designed/developed in preparation for when AIS are ready to begin their events post pandemic.
The events area includes;
- Event Search
- Search by location
- Grid view/list view
- Digital events
- Live events
- RSVP to attend option
- Speakers information
Technology & Plugins
Aside from WordPress, the website uses Gravity Forms to manage form data and personalisation, and is integrated with Mailchimp.
Weglot was used for for the multi-lingual functionality.
Elementor is used for easy on-brand page building for the AIS team.
Yoast is included to simplify on-page optimisation for ongoing SEO efforts, and Google Tag Manager for ease of implementing tools and code.
Events Calendar Pro is used to manage the Events section.