The corporate website of this $2Billion company did not reflect their leadership position in the category. With multiple usability issues (customers were constantly frustrated with trying to find important, specific product information), a variety of customer segments and other constituents that the website was trying to serve, as well as multiple sources of content that was out-of-date and difficult to maintain, the website required a complete overhaul.

By developing in-depth personas for all customer segments and using user task analysis for each, we were able to rebuild the site to serve specific behaviors of individual target audience segments with easy-to-navigate pages with clear paths to important information. With more than 500 pages and more than 50 different branded products, the site also maximizes search visibility by structuring the site so that each branded product page can serve as a “landing page” against those product-related search terms. A sophisticated content management system allows non-technical personnel to update the site and serves dynamic content from multiple proprietary corporate databases.

In fewer than three months post-launch, we have already exceeded goals for increasing time on site, reducing bounce rate, and pages viewed per visit, which increased by 44% alone.

• 2009 First Place, Digital Design: Web Site Design, TOCA (Turf and Ornamental Communicators Association)
• 2009 Merit Award, Electronic Publishing: Overall Company Web Design, TOCA