A deeper look,
Relaunch Based on Refreshed Brand
High Concrete completely rebuilt their web experience driven by Optimizely based on a refreshed brand identity. Their new site catered information relevant to the user's needs based on their persona. For example, Architects had access to a wide portfolio of High Concrete Projects to browse with galleries of inspirational imagery and associated awards. Users could search projects based on specific styles of architecture, or simply the color of the building.
Empower the Sales and Marketing Teams
We conducted multiple exercises to help High Concrete simplify and modernize their information architecture and navigational structure. A key component of this project was to enable the Marketing team to make changes to the website without reliance on any developers or IT team. High Concrete Marketers are able to leverage multiple tools to better understand their customer and interact with them on a 1:1 level. A persistent call to action drives conversions based on geolocation, meaning a qualified lead in a sale's rep's territory would always make it to the right person.
Leverage Marketing Assets in New Ways
To help bring their projects to life, we implemented tools such as calculators and 3D model viewers to give users the ability to make informed decisions when picking their building material. Furthermore, we integrated Hubspot for High Concrete to capture user activity and intelligently adjust their marketing messaging to fit.