



Situation: An Out-of-Date Website Did Not Reflect Current Capabilities or Brand Identity and Stymied the Ideal Buyer’s Journey
WIN Technology’s previous website was difficult to update and had become obsolete in several respects. The website did not communicate the full range of services and solutions or WIN’s approach to serving its customers, and it did not fulfill the buyer’s need to research specific services and capabilities. With 74% of prospects researching potential technology infrastructure providers prior to talking with a salesperson, this was a critical issue. In addition, the website’s design needed to be updated with new colors and refreshed brand identity.
WIN Technology partnered with Windmill Strategy to modernize the website in terms of its design, structure, content, SEO and editability, with the goals of 1) increasing conversions through both forms and phone calls and 2) increasing time spent on each page, which would suggest that the content was meeting the research and learning needs of visitors.
Solution: WordPress Tools and a Highly Collaborative Client Allowed for In-Depth Content Organized to Meet the Buyer’s Needs and Optimize SEO
Windmill Strategy set out to build a new website on the WordPress platform to allow the WIN Technology team to easily edit content and add pages for new product and service offerings based on an informed set of site architecture recommendations.
The WIN Technology team was particularly interested in a sales model by Gartner that focuses on learning stages in the customer pipeline. This led Windmill Strategy to collaborate with the client on a site architecture in which each product or service is broken down into three areas that align with these successive learning stages in the sales model. For most products and services, this means answering the questions:
- What is the product or service?
- Is this product or service the right fit?
- Why WIN for this product or service?
The new sub-navigation on each product or service page makes it appear that the three questions are addressed through tabbed content, but they are actually separate pages, allowing for better SEO optimization. With this easy-to-navigate structure, directors of IT or infrastructure, senior network engineers or other buyers can understand how their needs dovetail with WIN’s offerings, whether the buyer is motivated by the desire to proactively invest in technology infrastructure or by the frustration and business consequences of a severe network outage.
The WordPress content management system with the core block editor serves as the primary tool for page and content creation on the new website. Windmill created custom post types for FAQs, white papers, success stories and blog posts, which allowed us to assign custom taxonomies to each of those categories.
Existing posts were migrated in bulk to the new website. Programmatic content migration of blog content and success stories required stripping out some of the old code styling to make the migrated posts readable on the new website.
Taggable FAQs were created to be applied on a page-by-page or topic-by-topic basis. These allow the user to drill down into relevant and sometimes highly technical questions, depending on the product or service they are viewing.
Services Utilized
- Analytics and Insights
- Branding & Visual Design
- Client Training
- Copywriting
- Messaging & Positioning
- Moodboards
- SEO
- UX Consulting
- Web Design & Development
Project Information
Client:
WIN Technology
Location:
3950 Business Park Drive Columbus, OH 43204
Date:
February 28, 2020
Website:
https://www.wintechnology.com/