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“Small” and “boutique” were not accurate descriptors of the high-energy, over-achieving mentality at Keller Postman, however those were the vibes their old site was giving.
Aggressive growth and expansion left them ready to paint a new picture of their firm online – the big, successful, relentless firm that they were.
During our discovery with them, we uncovered that a lot of the design patterns on their old site were feeding into the “boutique” narrative they were trying to get away from. In addition, their old site was wordy and uninspiring to their target audiences. Through key stakeholder interviews, a competitive analysis, and a website audit, we gathered up as much information about the firm as possible so that we could make informed decisions as the project progressed.
We knew we had to make adjustments to the content structure of the site to better tell the story of Keller Postman’s powerful wins. And it was also extremely important that visitors understood how quick and easy it was to receive representation from Keller Postman and lead them through the lead capture process.
Mapping out the optimized structure required some intense collaboration with the team from Keller Postman, as we worked to plan out the user journey through the lead collection funnel. One of the keys to leading people through the lead collection funnel was to intentionally plan spaces throughout the site that would build trust in the firm through the use of social proof, proven results, and powerful visuals.
Our custom page designs allowed us to tailor the look and feel of the site to portray the relentless vigor of the firm. Throughout the design patterns we used, we kept things aligned to the brand guidelines already established while pushing the attitude felt when people landed on the site.
As soon as the designs were approved, it was off to the races for our developers. They crafted the front-end HTML and CSS code in a way that would be loved by search engines and allow for an excellent experience on all devices. The backend team integrated our custom designs into the WordPress CMS and further customized the admin panel to allow for super simple content management by the Keller Postman team. SEO tools were added to the CMS to make the site easy for consumers to find on search engines, and everything was built for optimal security.
Our team tested every nook and cranny of the site to ensure everything was working properly, and then trained the Keller Postman team on how to manage updates through the CMS. They then tested the heck out of the site as well, and verified it was good to go and ready for launch.
An organized launch leads to a successful launch, and so our team walked through all of our pre-launch processes before scheduling the launch. Once everything was ready, we moved the site to the new server, pointed the domain, and the new site was live!
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