Illuminate Education, an education company that sells software solutions to K-12 public schools, was in desperate need of a new website in advance of the high selling season in early 2016. They needed a fresh new site that was modern, flexible, and could clearly highlight the tremendous company story & culture that drive their dedicated efforts. Specifically the wanted:
- Redesign the website to:
- be more of a lead generation engine/more revenue generating sales tool.
- Make sure the story/mission/values of Illuminate are stitched throughout the website.
- Modernize the look of the site
- Make the site responsive
- Optimize the site for SEO/Inbound
- Build the site on an easy to use CMS platform to empower internal users to make content changes easy.
A multi-phase project, we began with with a deep Discovery dive, covering competitive research, stakeholder interviews, an SEO audit, and user testing. Those learnings led right into our Strategy phase, where we crafted brand new messaging, company storytelling, as well as lead generation and SEO recommendations. This culminated in deliverables of both a Positioning Strategy and a Creative Brief.
Those deliverables served as the backbone for the website design & development that followed (and continue to guide the head of marketing as he runs marketing campaigns, develops thought leadership content, and more). Completely rebuilt from the ground up on WordPress, the new site featured redesigned navigation, robust lead generation forms and CRM integration with Pardot, a complete SEO overhaul, and a clear story that speaks directly to specific buyer problems and the corresponding solutions that Illuminate offers, which are best in class.