Information Architecture, Content, and Development

Our Approach.

In order to provide an improved user-experience across the whole site, SmartAcre compiled a plan for design, development and roll-out of the website with updated IA. In order to determine how users interact with the website and lay out the foundation for how the website would convey BrainsWay’s brand messaging, SmartAcre carried out an evaluation of the existing website and technology.

Using those findings and with input from key stakeholders from BrainsWay, SmartAcre put together an information architecture document including a sitemap and wireframes containing features and content placement identification and recommendations.

Throughout the creation of the design wireframes, SmartAcre worked with BrainsWay to make sure the updated site used clean architecture, with clear paths to content, conversions, and resources. SmartAcre also prioritized the client’s use of Pardot and Salesforce in the design, and incorporated them in the wireframes.

Once the wireframes were approved, SmartAcre developed creative design comps for the homepage and secondary pages that appropriately conveyed BrainsWay’s brand messaging and product offering in a streamlined way.

With the completed wireframes and design, SmartAcre’s development team began to program and develop the front-end templates and back-end customization so the BrainsWay team could easily edit and organize content.

The Results.

Within two months of launching the redesigned website, SmartAcre and BrainsWay saw the following results:

1. Clear representation of the brand and clear paths to conversion points. Product offerings are clearly communicated in the main navigation menu, and high value conversion points are featured throughout the homepage.
2. The site was also developed with SEO and Google Search best practices in mind. New Users on the website increased by 16.73% in the month following the website launch.
3. Improved brand messaging lead to web leads increasing by 32.6% in the month following the relaunch, demonstrating clear paths to conversion.
4. We also saw a decrease in numerous metrics including average page load time, average domain lookup time, average server connection and response time, and average page download time.