We started with our Market Positioning Action Plan™, Key Messaging and Brand Platform™ creation. During this process, we led the Laser Tech team on a discovery journey to help evolve the way they see themselves and the transformation they create for their customers. This process establishes true marketplace differentiation and leads to the creation of a Brand Platform™ which defines the story and core messaging that will be conveyed throughout their marketing efforts.
For the website project, we scoped all functionality requirements for the systems needed to alleviate their pain points. This drove the website development process and helped inform the best way to create the website navigation architecture. Our SEO team then reverse-engineered a keyword list to ensure we targeted the terms that will most effectively drive traffic to their website, and we matched these terms with the appropriate pages we wanted to rank for each keyword.
One important goal for the Laser Tech team was to have a system that is easy for their employees to edit, manage and maintain on their own. This remained top-of-mind as we developed their website.