Problems and challenges
We began our cooperation with a series of workshops, during which we diagnosed the main problems, challenges and needs of the client and future users of the new site. In this way, we diagnosed the main obstacles that stood in the way of successful implementation of the project:
Confusion for contractors
So far, the site has combined the activities of the company’s three pillars: AiFO HVACR, AiFO Manufacturing and AiFO Components. This caused confusion among users and unintuitive site navigation. Therefore, in response to this challenge, the client decided to commission a new website for AiFO Components.
Functional image website
The basis of the activities was to create a new website that would serve an image function. It had to be usable and functional for users, and relate stylistically to the portal with the B2B transaction system. In addition, AiFO was keen to emphasize the company’s values of being both a manufacturer and a distributor.
Previous version of page
Increase website traffic with a trading system
The main challenge for the design of the image page was to increase the number of redirects to the transaction system (b2b.aifo.pl). This is where the main sales of the company’s product range take place.
Improving content architecture
Some sub-pages had a lot of valuable content, but it was not presented in an attractive form. This included a section for the manufacturing industry – the client’s key target group. Therefore, the content architecture needs improvement.
No ability to freely edit content
Each change to the existing website resulted in a lengthy amendment process by the supplier. This caused frustration with the customer and the inability to react quickly to market changes, for example.
Our solutions
We began our design work by creating a map and a mockup of the site. They were prepared in collaboration between the client, a UX specialist and a SellWise marketing consultant,who having previously worked with the client, helped even more effectively identify the needs of potential customers and market realities. This combination of forces made it possible to create an even better mockup of the new site.
Build an image in line with company values
The main objective of the project was to present the value of the brand via a new Web site. A wide range of offerings, comprehensive services and technological facilities were to be placed at the center of communication. Together with ongoing SEO optimization, this was to encourage customers to start working with AiFO by registering in the transaction system. According to these guidelines, first We cleaned up the content architecture and then created a site design based on UX principles that ensured maximum functionality and usability of the website and a better user experience.
New website
Effective redirects
The new site needed to focus attention and engage visitors to convert directly – to create an account on one of the company’s platforms:
- transaction system available at (b2b.aifo.pl),
- Constructor Zone – B2B platform.
To this end, we designed the information architecture in such a way as to highlight the important elements of the brand’s interface with the viewer: an effective CTA along with a contact form, encouraging people to register in the transaction system and send product inquiries. This is how an intuitive redirect to both B2B platforms was created.
Free editing of content by the customer
Bezpłatna edycja treści przez klienta easy to edit from the customer’s point of view Using PageBuilder simple to use. For this purpose, we created a completely new website panel to enable its administrators to manage content easily and quickly.CMS WordPress met all the client’s expectations in content management On its new website. The use of WPBakery’s convenient Page Builder and Elementor wizard tools greatly streamlined its customization. On top of that, the high security guarantee and regular updates are undoubted advantages of WordPress, so we reduced the occurrence of many problems in the implementation process.
Presentation of areas of activity
In addition to the image function, the scale of the company’s operations also had to be properly categorized and thus clearly presented to users. Thanks to this a potential customer will get to the information they need faster and more intuitively.
W celu realizacji tych założeń all pages were made in accordance with the RWD (Responsive Web Design) standard, making the project fully functional and transparent on any device – including smartphones and tablets. We also did not limit access to the site for potential customers from abroad. Thanks to the use of geolocation, the user will automatically be shown a Polish or English language version.
In addition, the client wanted the website to remain consistent with the existing corporate identity despite the absence of a sign book. This mainly concerned the AiFO logo, which was not changed. We also designed the site’s footer (footer) including the most important links (the so-called digest of the site’s content), Google map, linking to the social media channel, contact information and the Jobs subpage (linked to the external eRecruiter system). The site also had analytics tools to measure traffic correctly and optimize actions.
Solution
Going through a consultation workshop together with the client allowed us to better define the needs and requirements. We also defined together the challenges and possible problems in further phases of the project.
Summary
The implemented project allowed AiFO to get a site, solving their main problems. Potential customers can from now on easily check out the company’s offer on their own, which at the same time builds a positive image through a structured and attractive website. Thanks to good communication with the client, who provided high-quality graphic materials, the achieved effect turned out to be even better. In turn, a comprehensive set of activities enabled new users to more easily discover AiFO’s other pages – the transactional page and the Constructor’s Zone. All this was achieved while maintaining high performance and responsiveness on any type of device.
Translated with DeepL.com (free version)
Thanks to the constant care of a SellWise consultant, key indicators from analytics are discussed on an ongoing basis, which translates into higher efficiency of marketing activities undertaken by AiFO.
Plan your marketing!
Looking for an idea for your company’s marketing campaign? Do you want to acquire quality B2B leads? During a brief, free consultation, we’ll talk about your existing marketing efforts and discuss solutions that can bring results to your business. If you come to the conclusion that they make sense, we will help you implement them.
