In the not-so-distant past, a corporate brochure was considered a prerequisite for doing business. Today, a corporation’s website is its calling card, corporate brochure and core communications vehicle all in one. The Idea Grove considers our client’s websites to be the ‘mother ship’ for their communications platforms. Beyond creating static brochureware sites, we view websites as multi-media platforms capable of integrating video, blogs, social media, white papers, customer response vehicles and strong calls-to-action.
Given that content marketing is at the foundation of everything the Idea Grove does, we consciously build websites to serve as flexible platforms for integrating communications from the day of launch and everyday thereafter. This is not to say that we give design short shrift, to the contrary. It is to say that we consider a well-designed site to be one that not only looks great but can be updated daily, if necessary, by both the client and the Idea Grove.
Granted, generating content that’s factual, current and compelling is an ongoing 24/7 responsibility, but it all starts with refining a company’s messaging and then translating that into an effective website. Once the website is written, developed and optimized, we continue to add content and build links through social media and SEO tactics.
Take for example the website we developed for cloud computing service provider ATScloud; www.atscoud.com.
We began with an in-depth branding session to ascertain ATS’ target audiences and to develop ATS’ positioning, key messages, and supporting messages. Once these were all agreed to by ATS, we audited the information that would be need to be included in the site and allowed for the future expansion of yet-to-be-released products. This was documented in a detailed sitemap before any work on the look and feel began.
With sitemap approved, wireframes were generated for client approval and then the real fun began; we introduced various options to communicate their offering in a compelling manner. A competitive survey showed that virtually all of their cloud computing competitors were using either photos or illustrations of clouds so we recommended going in a different direction by utilizing an inspired blueprint illustration technique. The blueprint was chosen given the custom nature of ATS’ solutions, versus the off-the-shelf approach many competitors offered. To carry the blueprint theme further, custom icons were created for each of ATS’ solutions, services and industries served as well as key landing pages.
Given the highly complex and customized nature of ATS’ business, the primary messaging challenge was to communicate ATS’ capabilities and not limit themselves to pre-determined cloud computing plans. They’re in the business of building custom cloud solutions that are unique for each of their clients thus allowing clients to ‘cherry pick’ their cloud solution. In an industry that’s changing as rapidly as theirs, it was essential to build the site future to allow for frequent updates. Thus the site was built in a widely available CMS platform, making updates painless.
One year since launch, ATScloud continues to attract new clients and expand their base of operations and service offering.
“A website is the lens through which your company is viewed, and prospects may take only seconds to decide whether they will do business with you. We help them make the right decision. Unlike pure web design companies, the Idea Grove focuses on your message.”
Rob Huckels, Executive Vice President