- Employer: Unleashed Technologies
- Client: Unleashed Technologies
- Related Organizations: Hubspot
- Roles: Solutions Architect; Business Analyst; Information Architect; Digital Strategist; UX Strategist
- Links: https://www.unleashed-technologies.com/
- Industry: Agency
- Technology: Drupal; Hubspot
Unleashed Technologies is a digital agency that specializes in open-source based website design and development. The main technologies they work with include Drupal, WordPress, Symfony, and Magento.
Challenges
The previous Drupal 7 website—over five years old—utilized a design and content structures that did not continue to suit the needs of Unleashed Technologies. The website was cumbersome, did not accurately convey service offerings, and did not have a strong collection of case studies. Navigation was confusing to users and felt ungrounded with the content offered by the website. Content management by the marketing team often required developer assistance. Content creation by the team was tedious and infrequent. Unleashed Technologies wanted a new website to promote greater credibility and improve the connection with target audiences. A new website should better showcase not only what Unleashed has to offer potential and existing clients, but also demonstrate effective and fresh design practices.
Solutions
Throughout the discovery, design, and building efforts, our solutions focused on:
- An improved website experience and modern platform
- Showcasing our website to potential clients
- Engaging case studies, services, and blog pages
- Connecting with Unleashed Technologies
- Learning about Unleashed Technologies
- A pleasant way for people to evaluate Unleashed Technologies
- Easy content management
A new website was built using Drupal 8 with ties to Hubspot for lead tracking. The stakeholders at Unleashed Technologies confirmed the primary audience segments for the website, which include potential clients, existing clients, partners, potential employees, existing employees, content managers, and the community.
The revised content features for the new website include: landing pages, basic pages, forms, case studies, events, news posts, blog posts, job posts, person pages, and organization pages. Each content type was thoughtfully structured to improve information layout, visual design, usability, and content management.
Navigation strategy focused on the main information related tasks of website visitors. In order of mutual priority, this included main menu links for: Services, Our Work, Resources, About Us, and Contact Us. The search strategy accounted for finding content based on key data points and taxonomy. We revised taxonomy to be easier to understand and facilitate better context on pages for user orientation. This included a major rewrite for case studies. In particular, instead of using tags, we created three controlled vocabularies for industries, services, and technologies. This new taxonomy is utilized in other content types as well, to encourage exploration of related content.
Results
After the new website launched, the KPIs that we defined will be measured along with other metrics to help learn what continuous improvements can be prioritized. These KPIs include:
- Sales-targeted organic traffic
- Lead generation
- MQLs
- Sales volume
- Self-sourced hires
- Thought leadership
Unleashed Technologies meets with their development team on a monthly basis to review observations and consider recommendations. Please see my presentation on how to create and use a Performance Measurement Framework for more details.