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Transforming the website into a business enabler

As a rapidly scaling start-up in the pharmaceutical technology space, PRECISIONxtract needed a website that communicated the cutting-edge nature of their work – and that supported their sales team. The company felt limited by their “calmly medical” visual branding and hoped to strike a balance between “experienced” and “edgy.”
PRECISIONxtract

Challenges

Unclear visual branding
Although their legacy website was modern and uncluttered, PRECISION wondered if it was really communicating the nature of their work. With limited imagery of people in medical settings and few visual cues about the ground-breaking data and technology aspects of their products, the website wasn’t memorable or visually descriptive.
Lack of supporting content
PRECISION’s team wanted to use the website for lead nurture as part of their developing ABM strategy, but the website didn’t support that goal. Beyond product pages and videos, the site lacked supporting content, leaving sales teams struggling to help potential customers understand the products beyond traditional collateral.
Confusing customer experience
As the company grew, the website architecture started to reflect internal business structures more than what customers might need or want. The sitemap made sense to PRECISION, but not necessarily to their ideal customers, and people who didn’t know the names of the company’s products couldn’t easily navigate to the right spot.

Solutions 

Having worked with Fusion Alliance on digital marketing and product launches in the past and having looked to Fusion for suggestions on how to take the brand in an edgier direction, PRECISION extended the partnership to include the website redesign. With a limited budget and an aggressive timeline driven by a key upcoming industry event, Fusion pulled in a team with diverse skillsets to meet the challenge. 

Project goal

Elevate design to make the website stand out 

To create a memorable website experience that communicated their brand’s breakthrough products, PRECISION asked for a bolder, more edgy design that was still consistent with the overall brand standards of their organization. 

Our solution
  • Create a new design standard with more conceptual imagery
  • Integrate existing brand fonts and colors, but with a more modern application
  • Incorporate movement and strong design elements to capture attention and elevate the brand experience
  • Develop the new website within the limitations of the existing custom WordPress theme to maximize prior investment and leverage in-house skillsets

The new look and feel of the website was elevated, content-driven, and clean with bold headlines.

Project Goal

Convey market leadership in messaging & imagery

PRECISION leads the market in innovative solutions for their target customers, but the legacy website wasn’t positioned with that focus in mind. PRECISION asked for more direct language that would answer customer needs with bold brand statements — and visual imagery that would reinforce that direction.

Our solution
  • Customer interviews and market research to discover themes that resonate with the company’s target audience
  • New core messaging for the products and business unit using shorter, bolder phrasing
  • Core messaging pulled through the website
  • Illustrations, design elements, and page layouts executed in bolder, more conceptual visual direction

 

Project Goal

Design a better user experience

People who landed on the legacy website weren’t sure how to navigate, as internal business names were used to differentiate sections of the site, and visitors who were not already familiar with product names didn’t know what to select to meet their needs. PRECISION asked for a more customer-focused user experience and site navigation.

Our solution
  • Customer interviews, sales team interviews, SEO research, and topical research to inform new site navigation, information architecture, and page naming conventions
  • Design and implementation of customer-focused pillar page strategy offering topical paths into product information
  • Creation of a new menu structure designed to be intuitive and meet the customer at different points of awareness

We ensured the UX and visual branding of this website redesign fit all screen sizes.

Project Goal

Create customer-focused content to support sales

To support continued growth and expansion into target markets, PRECISION hoped to implement account-based marketing and create stronger content funnels to assist with lead nurture and cross-selling. They asked that the new website structure and implementation include significant supporting content designed for customer acquisition, lead generation, and nurture.

Our solution
  • Complete content audit evaluating existing resources and positioning
  • Repurposing existing content with new tone and voice, messaging, and product positioning
  • Rewriting existing content for website format, SEO, and funnel position
  • Creation of new, topical pillar page content purpose-built for customer needs and helping to surface the right content at the right time, drawing the ideal customer along the funnel toward a product decision

Results

"I am receiving very positive feedback from all levels in the organization... the Fusion team did an outstanding job with the website."

4
months from concept to launch
30
new, customer-focused pages written for SEO
35+
custom illustrations designed and developed

Impact

The new website launched on-time and on-budget, and PRECISION's team was proud to direct prospects to a site that better reflected their brand. In addition to organic traffic driven by enhanced SEO, sales can now direct customers to the right content at the right time, using pages to cross-sell products, cultivate leads, and assist in closing business. And the new visual direction also serves as a pilot for future revisions to other websites within the corporate domain.

"We appreciate the professionalism, meeting deadlines, and creativity that went into delivering a best-in-class product! Fusion is an excellent partner."

In spite of the tight timeframe, technical constraints, and multiple levels of stakeholders, Fusion engineered creative solutions that transformed PRECISIONxtract's digital presence and set the stage for ongoing growth and market leadership.

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