Whether purposefully or not, when the Apex website was originally built five years ago, it mainly targeted job seekers. The site was filled with videos of our President playing the guitar ‘poorly, but with enthusiasm’ as he frequently states, along with a few other videos sprinkled in, but lacked any substantial evidence as to why anyone would want to hire Apex as a consultant.
How was the site being used to track potential clients? How was this site showcasing the work that Apex does, and how was the knowledge and expertise of our consultants being utilized? It wasn’t.
Newsletters and blog posts highlighted employee fishing excursions and marathon training, but nothing really honed the skills and expertise that Apex has to offer its clients, which is a huge miss because our teams have been a crucial part of driving global initiatives with our clients.
There were a few case studies and white papers housed on the site, but the content was outdated, not being utilized and shared out, and not to mention the lack of use of our few social sites – our content wasn’t being read.
The result of my assessments led to my first project alongside the rebranding effort, which was to develop a new website. Brand-spanking new! I was so excited I didn’t know what to do with myself. Really, I had no idea what to do.
The current website portrayed Apex as a mom & pop shop, which it wasn’t. Maybe five years ago, or even three years ago, but it has experienced incremental growth over the last few years – an increase from 34 employees in 2011 to over 70 employees currently. The website should reflect a more mature and capable company that Apex has become.
My next move was to create a mockup of how I envisioned the finished project. We took that design and hired a local design agency and got to work.
From there, I had to assemble a content team. Though our site is not hugely robust, one would be surprised at the time and effort it takes to create distinguishing content. We kept asking ourselves how to say what every strategic consulting firm says, but in a way that would distinguish us from the rest. Project management, quality assurance, and some aspects of training are very standardized, so it was difficult to get creative with the content. I was lucky to have a team of project managers, training managers, quality assurance managers, hiring managers, and a handful of others, to help me create content that really showcases the expertise and domain knowledge of our organization.
Below are images of my concept to our agency mockups and then final product.
Existing Apex site – Very colorful with stark color contrasts (click for larger image):
My initial vision of the finished site:
Finished Site www.solutionsbyapex.com:
The website redevelopment took roughly eight months to complete (with a couple of holiday breaks during that time). We ended up finishing on time and on budget. You can visit solutionsbyapex.com and read about our company, or visit our Insights page for more information.