libitum.com
I joined Libitum in the final weeks of a year long rebranding process, establishing a new visual design and brand identity. One of my first projects was to finish this process and lead the application of it throughout the company, with the largest component being a new website set to launch alongside the new brand.
After meeting several web agencies and listening to their pitches about a complete redesign we agreed that an inhouse project to expand upon and redesign our previous website would be a more cost effective and streamlined process. We settled on a complete visual pass and smaller additions to the structure, as well as implementing new analytics and CRM management tools.
Libitum have since my departure continued to develop their site with new pages and addition in content.
Process
When we had a good grasp of the scope and tools available to us we set out to establish our goals for the new website. We analyzed the statistics we had (at the time Google Analytics) and to establish what users we were designing for.
We quickly found that very few users first discovered Libitum through our website, but rather used it to gain more information after hearing about us through other sources. This meant that a lot of the visitors, who weren’t already customers, in many cases already was interested in our product and curious to find out more.
Therefore we focused our attention to providing useful information to as many potential customers as possible. Call to Actions were also made sure to be obvious and straight to the point, to gain the attention of any new customers and getting their information into our CRM tools to quickly create leads our sales team could follow up on.
The new design also had to present the visual identity being launched along side the brand. This meant a complete pass of all visual elements and layouts with the goal to be more easily navigable and legible while reflecting our identity throughout the entire website.
Result
In the end the structure and layout of the website did not go through many changes we originally planned, simply because we determined what we had was perfectly fine. The new visual identity was implemented throughout and meshed well with both new and old pages.
Large parts of the content was cleaned up and rewritten to maximize SEO effectiveness to help guide users to the right part of the website, and hopefully all the way to contacting our sales team.
Moving away from Google Analytics and instead implementing Matomo Analytics helped us better track our users, while still being respectful of their personal information and complying with data protection laws such as GDPR.
Finally we worked with HubSpot to integrate their CRM tools directly into our website. Routing all “Contact Us” and “Learn More" CTAs through HubSpot proved very useful to creating leads and contacts for our sales team.