I wanted a website that an executive director or CEO would look through and feel comfortable with our company. I think the new website better aligns with who we are and our work .
Client Description
Established in 2007, Vector Psychometric Group is a psychometric solutions company offering consulting and software.
Vector needed to better align its web presence with the professionalism of its staff and their accomplishments.
The Challenge
With its unpolished look and feel, the old website did not adequately reflect Vector's quality of work or level of clientele.
Additionally, the hand-coded website incurred an opportunity cost for Vector to maintain. The website depended on internal development staff to update content, which limited the amount of production work they could complete.
Challenges with the redesign:
- Eliminate imposition on internal development staff to update the website.
- Empower marketing staff to work quickly and update website content at any time.
- Ability to easily build up website with resources and lead-nurture content.
The Solution
Redesigning for a professional presence
The redesigned website harnesses a clean, modern design. Intuitive information architecture organizes content into points of entry for prospective clients.
We used responsive design techniques, making the website mobile-friendly by scaling to the user's device. Responsive design creates an optimal viewing experience on most desktop, tablet and mobile devices.
WordPress for easy content management
We moved Vector from a hand-coded website to WordPress. WordPress is an easy-to-use open-source content management system. The popular CMS is a great choice for non-technical staff to update and maintain marketing websites.
For Vector, using WordPress means marketing staff can easily add new white papers and other lead-nurturing materials to the website.
With WordPress, Vector no longer relies on internal development staff to update content. Internal development resources can once again focus on developing Vector’s psychometric software.
The Results
We created a WordPress website with a fresh design that better represented Vector Psychometric Group as an organization and its level of professionalism. WordPress allows Vector staff to quickly publish web content without help from a developer. The redesigned website in WordPress is easier for both Vector’s staff and website visitors to use. Users can now find useful, relevant content through the redesigned modern interface.
Because developer assistance is no longer needed to update content, Vector’s internal developers can focus on their core roles.
Since the redesign launched, Vector has experienced:
- An increase in overall website traffic.
- An increase in pageviews per session.
- An increase in time spent on pages.
- An improved lead conversion rate.
We needed a website where prospects could easily find useful information and would want to spend time getting to know us. I’m confident that our website now serves this purpose: people refer to resources on the website in conversation. Having the website serve as a conversation aid — as an aid in nurturing leads — is exactly what we wanted.
