Technology

Envisioning and Creating the New TA Digital Website

To help us achieve our goals, our website needed to facilitate conversations and build confidence in our services. In its legacy state, it didn’t do any of that.

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As our company’s mission and vision evolved, our website did not keep pace.

We decided it was time to re-envision our digital platform from the ground up.

Major Goals

The first step in creating a site that would reflect TA Digital today and allow us to keep pace as we continue to grow was to define our success criteria.

1
Align to Our Culture and Vision

To ensure that our website would be an authentic reflection of who we are, we needed to affirm our company values and use them as a springboard for the changes we would make.

digital strategy

Digital Strategy

  • Stakeholder interviews
  • Ecosystem analysis
  • Brand review

Content Strategy

Content Strategy

  • Competitive analysis
  • Content audit
  • Content structure review 

Analytics & SEO

Analytics & SEO

  • Technical audit
  • Traffic research
  • Keyword research

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2
Speak to Our Key Audiences

We needed to connect with a variety of audiences (prospects, existing customers, partners) and give them relevant, engaging content at every step of their journey.

Personalization

Personalization

  • Persona development
  • Personalization strategy

Experience Design

User Experience

  • Customer journey creation
  • User stories

Content Strategy

Content Strategy

  • Content purpose 
  • Brand reinforcement

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3
Demonstrate the Breadth and Depth of Our Capabilities

Over time, TA Digital transitioned from a technology-centric company into a full-service agency, and the redesigned website needed to reflect all our offerings from our users’ perspective.

Content Architecture

Content Architecture

  • Information architecture 
  • Site map 
  • Taxonomy

Experience Design

Experience Design

  • User flows
  • Prototype

Analytics & SEO

Analytics & SEO

  • Keyword strategy
  • Ecosystem strategy

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4
Create an Authentic Brand

We needed to express our evolution as a company and demonstrate what makes us different from the rest — the right partner for our prospects.

Marketing Strategy

Marketing Strategy

  • Brand identity
  • Brand positioning

Visual Design

Visual Design

  • Logo
  • Design system
  • Style guide

Content Strategy

Content Strategy

  • Key messaging
  • Voice & tone

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Our Approach

Content, Data and Experience

Our redesign methodology seeks to weave content, data and experience to create a compelling website that effectively engages prospects and customers:

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Alignment & Strategy
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Alignment & Strategy
  • Ecosystem Analysis
  • Data and analysis
  • competitive analysis
  • Technical Audit
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Alignment & Strategy

Ecosystem Analysis

An audit revealed our strengths and the opportunities available for additional reach.

Ecosystem Analysis

Data & Analytics

Research involved traffic sources, keyword ranking, domain authority and several other key factors.

Data and analysis

Competitive Analysis

We reviewed 12 competitors’ approaches to branding, messaging and content priorities and structure.

competitive analysis

Technical Audit

This detailed all existing platform challenges, as well as issues with performance and accessibility.

Technical Audit
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Personas & Journeys
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Personas & Journeys
  • Persona
  • customer jour image
  • user stories
  • content
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Personas & Journeys

Persona Development

We defined our distinct audiences and determined their target priority

Persona

Customer Journeys

We described the steps and interactions our users would go through to reach a desired outcome.

customer jour image

User Stories

We captured the important elements required in each step of our customer journeys.

user stories

Content Purpose

We identified the target audience for each area of the site and determined the content needed to support their journeys.

content
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Branding & Identity
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Branding & Identity
  • Logo Transformation
  • short form logo
  • Brand Visuals
  • Style guide
  • Our DNA
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Branding & Identity

Logo Transformation

We created a modern visual identity — not merely a type treatment — that expressed the brand in a graphical way.

Logo Transformation

Short-Form Logo

We designed a version of the logo that’s ideal for mobile and other applications where it’s more effective in an icon format.

short form logo

Brand Visuals

To further express the unique character of our brand, we defined a visual style to project that and illustrate our culture in an authentic way.

Brand Visuals

Style Guide

We created a style guide to ensure that the new TA brand is consistently reflected across a variety of channels and formats.

Style guide

Our DNA

We created a variety of illustrations to depict how our expertise aligns to a variety of technologies to deliver transformative experiences for our customers.

Our DNA
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Experience Design & Storytelling
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Experience Design & Storytelling
  • Information Architecture
  • wireframes
  • Visual Design Comps
  • Content Strategy
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Experience Design & Storytelling

Information Architecture

We structured the site’s content in a logical, purposeful way that makes it easy for our users to find what they’re looking for.

Information Architecture

Wireframes

We developed a prototype to demonstrate the structure and flow of the website’s content to encourage exploration and keep users engaged.

wireframes

Visual Design Comps

We highlighted the differentiating aspects of our brand to give our site a unique look and feel.

Visual Design Comps

Content Strategy

We aligned our key messages to the information our users need and used that as a foundation to develop meaningful content.

Content Strategy
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Analytics & SEO
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Analytics & SEO
  • Google Analytics
  • semrush
  • screaming frog
  • leedfeeder
  • crazy egg
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Analytics & SEO

Google Analytics & Search Console

Google Analytics gives us insights into performance and helps track key business metrics. Search Console shows how our site is crawled and indexed by Google.

Google Analytics

SEM Rush

Our experts use this to obtain more extensive metrics and keep tabs on competitors and our site’s day-to-day performance.

semrush

Screaming Frog

This tool lets us take deep dives into the technical areas of the site, including web structure and back-end aspects.

screaming frog

Lead Feeder

This prospect intelligence tool provides valuable data related to traffic sources, engagement metrics and more.

leedfeeder

Crazy Egg

After launch, our specialists have this to track user behavior with heat maps, click-tracking, click-stream analysis and scroll patterns.

crazy egg
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development
Development
development
Development
  • AWS
  • drupal
  • Marketo
  • Development
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development
Development

AWS

We implemented this user-friendly, automatically scalable cloud system to store documentation, images and other assets.

AWS

Drupal 8

Our development team has full confidence in this open-source, license-free CMS because it’s secure, supported and easy to author — and can deliver enterprise solutions as well.

drupal

Marketo

Our team of certified experts leveraged the leader in ABM campaign orchestration and attribution modeling in B2B to realize the highest possible ROI.

Marketo

HTML 5 & CSS3 & jQuery

These industry-standard tools support accessibility, are compatible with all browsers and allow for dynamic content and interactivity.

Development
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What’s Next

Measurement & Optimization

Now that our site has launched, we are busy gathering and analyzing data to determine where the site should be optimized to continue to meet our goals.

Talk to One of Our Experts

Just as we transformed our digital ecosystem, we can help transform yours.

Explore TA Digital

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Work

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