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.
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
- Stakeholder interviews
- Ecosystem analysis
- Brand review
Content Strategy
- Competitive analysis
- Content audit
- Content structure review
Analytics & SEO
- Technical audit
- Traffic research
- Keyword research
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
- Persona development
- Personalization strategy
User Experience
- Customer journey creation
- User stories
Content Strategy
- Content purpose
- Brand reinforcement
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
- Information architecture
- Site map
- Taxonomy
Experience Design
- User flows
- Prototype
Analytics & SEO
- Keyword strategy
- Ecosystem strategy
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
- Brand identity
- Brand positioning
Visual Design
- Logo
- Design system
- Style guide
Content Strategy
- Key messaging
- Voice & tone
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:
Ecosystem Analysis
An audit revealed our strengths and the opportunities available for additional reach.
Data & Analytics
Research involved traffic sources, keyword ranking, domain authority and several other key factors.
Competitive Analysis
We reviewed 12 competitors’ approaches to branding, messaging and content priorities and structure.
Technical Audit
This detailed all existing platform challenges, as well as issues with performance and accessibility.
Persona Development
We defined our distinct audiences and determined their target priority
Customer Journeys
We described the steps and interactions our users would go through to reach a desired outcome.
User Stories
We captured the important elements required in each step of our customer journeys.
Content Purpose
We identified the target audience for each area of the site and determined the content needed to support their journeys.
Logo Transformation
We created a modern visual identity — not merely a type treatment — that expressed the brand in a graphical way.
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.
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.
Style Guide
We created a style guide to ensure that the new TA brand is consistently reflected across a variety of channels and formats.
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.
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.
Wireframes
We developed a prototype to demonstrate the structure and flow of the website’s content to encourage exploration and keep users engaged.
Visual Design Comps
We highlighted the differentiating aspects of our brand to give our site a unique look and feel.
Content Strategy
We aligned our key messages to the information our users need and used that as a foundation to develop meaningful content.
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.
SEM Rush
Our experts use this to obtain more extensive metrics and keep tabs on competitors and our site’s day-to-day performance.
Screaming Frog
This tool lets us take deep dives into the technical areas of the site, including web structure and back-end aspects.
Lead Feeder
This prospect intelligence tool provides valuable data related to traffic sources, engagement metrics and more.
Crazy Egg
After launch, our specialists have this to track user behavior with heat maps, click-tracking, click-stream analysis and scroll patterns.
AWS
We implemented this user-friendly, automatically scalable cloud system to store documentation, images and other assets.
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.
Marketo
Our team of certified experts leveraged the leader in ABM campaign orchestration and attribution modeling in B2B to realize the highest possible ROI.
HTML 5 & CSS3 & jQuery
These industry-standard tools support accessibility, are compatible with all browsers and allow for dynamic content and interactivity.
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