Responsive agency website overhaul to better serve new business and pitch consultants in order to generate quality leads
As I was doing a lot of listening to Newfangled, Blair Enns, and David C. Baker, I also spearheaded a campaign to get more purposeful content published on our blog. Prior to this, our content strategy was nonexistent, our publication rhythm was sporadic, and the results were predictably embarrassing. We identified a few things that we’d want potential future clients to know about us, or ways to set their expectations about what it would be like to work with us. We promoted these articles to the homepage, contact us page, blog, and through our monthly newsletter.
Although I originally guided the team to avoid a full brand redesign—believing our current visual direction was strong, and knowing the delays this would cause to the initial launch—but as time went on it became clear that this was the right opportunity to revise some elements of our identity.
Aside from the brand work, I directed the generation of new content across the board to support the new site: updated culture and video reels, new headshots for all employees, copy to detail our business approach, services explained, and more.
Despite advocating for an iterative approach with many of our digital clients, we didn’t often get the chance to work that way due to clients viewing digital project launches as one-time upfront investments. And truth be told, the agency had a bit of a pattern of working that way as well. After all, the previous site had barely been touched in two years.
One of the things I’m most proud of on this project is changing the agency mindset around the website from a one-time investment to an ongoing investment. We established dedicated resources who met regularly, established a product roadmap, worked in sprints with regular reviews, and began regularly releasing updates. These iterative improvements focused on enhanced content, improving animation and motion design, one example of which is seen below.