Ease Corporate Website
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Transcript of Ease Corporate Website
![Page 1: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/1.jpg)
Ease Corporate WebsiteErich Eilenberger
![Page 2: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/2.jpg)
The Problem
![Page 3: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/3.jpg)
ProblemEase had an outdated website that did not convey the essential brand message “Production made modern”.
![Page 4: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/4.jpg)
ProblemThe existing site also did not integrate Ease’s most recent acquisition, Scenechronize.
![Page 5: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/5.jpg)
ProblemInstead, users were redirected to a separate site for Scenechronize, making the relationship unclear.
![Page 6: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/6.jpg)
ProblemOverall, the site was busy and confusing, and the brand’s value propositions were not clear.
![Page 7: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/7.jpg)
ProblemReally, the less said about this site, the better.
![Page 8: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/8.jpg)
The Assessment
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AssessmentEase operated in a small business-to-business market.Most leads were coming from:
![Page 10: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/10.jpg)
Automated
Timecards
Payroll
AssessmentSince Ease offered different products and services, not every lead would be interested in every product or service.
Studio
HubProductio
nIncentive
s
Benefits
Labor Relations
ProductionAccountingSoftware
Scenechronize
Corporate Accounting Software
![Page 11: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/11.jpg)
AssessmentPotential leads could be any of the following:
![Page 12: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/12.jpg)
AssessmentThe new site would need to establish:
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The Strategy
![Page 14: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/14.jpg)
StrategyProducts were divided into four verticals based on customer profiles.
![Page 15: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/15.jpg)
StrategyThe verticals appeared at the top of the home page.
![Page 16: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/16.jpg)
StrategyThat way, different users entered the same sales funnel as soon as possible.
![Page 17: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/17.jpg)
StrategyThe toolbar contained functional pages, which received the majority of traffic while being secondary to the sales cycle.
![Page 18: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/18.jpg)
StrategyThat way, users coming to the site for a practical purpose could find what they need quickly, but the product verticals remained visible.
![Page 19: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/19.jpg)
StrategyThe homepage followed a linear progression with arrows to direct users.
![Page 20: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/20.jpg)
StrategyThis suggested a streamlined workflow, one of Ease’s most salient features.
![Page 21: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/21.jpg)
StrategyCool, pale colors suggested modernity, an essential element of Ease’s brand.
![Page 22: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/22.jpg)
StrategyCustom imagery of film and television production immediately established Ease’s target market.
![Page 23: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/23.jpg)
StrategyNaturalistic, documentary-style photography established a real-world connection to the film and television industry.
![Page 24: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/24.jpg)
StrategyCopy focused on telling users what they could do with Ease’s products, creating a clear value proposition and a sense of accomplishment.
“Eliminate hours of payroll processing on weekends with automated timecards. Allow our system to calculate overtime, penalties, and more in complete compliance with union rules and labor laws based on each crewmember’s in and out times.
![Page 25: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/25.jpg)
StrategySlideshows of Ease’s products showed leads exactly what they were getting.
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The Bells and Whistles
![Page 27: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/27.jpg)
Bells and WhistlesAn interactive map allowed leads to search production incentives by state.
![Page 28: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/28.jpg)
Bells and WhistlesInteractive forms allowed clients and their employees to complete requests online.
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Bells and WhistlesA video viewer made tutorial videos available for user support any time.
![Page 30: Ease Corporate Website](https://reader031.fdocuments.in/reader031/viewer/2022022413/58a56e121a28ab20528b6f99/html5/thumbnails/30.jpg)
Ease Corporate WebsiteErich Eilenberger