Redsson | Website Redesign
At the start of 2020, SmartAcre® began working with Redsson, a provider of solutions that help organizations streamline complicated manual processes and improve efficiencies, to help them consolidate and build their brand, develop marketing strategies and for lead and demand generation, and increase revenue.
UI Comps, UX Flow
Increase in unique page views
Increase in average time on page
Increase in site speed using google speed test
Redsson reached out to SmartAcre in 2019 for help in developing strategies to increase lead and demand generation via tactics such as content marketing, paid campaigns, and other marketing tactics. Along with helping with the overall strategy, SmartAcre assisted in the roll out of a brand new HubSpot instance that utilized the Marketing, Sales, and Service Hubs.
While kicking off these initiatives, SmartAcre recommended updated branding and messaging that consolidated Redsson’s solution offerings and would help them stand out from the competition. This new messaging and branding strategy would then need to be applied to their web presence, which was also separated by each solution and didn’t provide concise messaging as to what each solution offered.
In order to provide concise messaging and to bring all of the Redsson solutions under one house, SmartAcre developed a plan for the design, development, and launch of a new website.
This plan focused on improving design, messaging, user-experience, technology (including HubSpot), and a more accurate representation of the brand across mobile and desktop. At the time, all of Redsson’s solutions lived in their own specific domains. By bringing them all under one website, SmartAcre could better run and complete campaigns.
To kick off the project, SmartAcre conducted client interviews, reviewed competitors, and evaluated existing analytics. These findings were accumulated into a website strategy document, which documented requirements and recommendations for the entire project. Simultaneously, SmartAcre began developing updated branding to provide Redsson with a new look and feel that would consolidate all of their solutions.
After reviewing the findings from the website strategy document, as well as branding recommendations, SmartAcre determined how users would interact with the website, including how they would flow between different content on the site, and laid out the foundation for how the website would convey the client’s updated messaging.
Next, SmartAcre needed to visually plan the flow of the website along with the marketing-to-sales process, which was done by creating the information architecture document and wireframes of unique page templates. The purposes of these assets are to:
After the wireframes were laid out and approved by the client, The SmartAcre design team created the design comps of the homepage and secondary pages which incorporated the new branding and messaging while using the UX and information architecture documents as the framework.
After receiving approval on the design comps, the development team began to layout of the structure of the website as well as program the front-end templates and back-end customization.
As development continued, the SmartAcre account team worked on SEO optimizations and content population and, including the content for the HubSpot Knowledge Base, which is used for all customer service documentation and FAQs.
Using data and best practices to develop a robust strategy, SmartAcre was able to provide Redsson a single web property that reflected concise, updated branding with precise messaging. With a website and new branding at their fingertips, Redsson can focus on attracting new leads and moving them through the funnel.
Redsson is a B2B software and services company that develops custom solutions to help organizations accelerate and streamline complicated manual processes and improve efficiencies. Since 2001, Redsson has been solving challenging business problems and providing custom solutions including returned mail, FollowUpPro, CompPro and Parachute.