Website Consolidation
Datarex ran a project for a client with multiple brands for the same customer base, they needed to consolidate their web properties.
White Glove
Project Overview
Consolidate and Upgrade
Datarex worked on a project for a client that had multiple websites for the same customer base and after a branding exercise they decided to consolidate their brands into a single unified brand. The web properties operated independently (siloed) with minimal interaction with the other sites (neither strategically nor technologically). In addition, the organization was growing and the sophistication of its web needs were expanding.
Detailed analysis was performed on the needs of the organization, as well as the needs of their customer base. After internal interviews, user personas and customer journey maps were developed and then the design process started. Simultaneously the content was being reviewed and re-written to align with a unified website, ensuring no broken links or missed accessibility requirements.
A multi-domain Drupal environment was created and templates were created with SEO and usability in mind. After considerable migration efforts the new website was launched successfully and the customer was able to re-route the sites to the new centralized website.
The customer received training on how to manage their new site, along with guides and related documentation so that they weren’t reliant upon constantly requesting updates and changes.
Project Key Benefits
Improved Marketing
Having a consolidated brand meant marketing efforts were easier and less time consuming to craft, as well as audience lists. It also allowed for easier cross program marketing.
Brand Recognition
Moving all of the traffic to a single site improved the overall brand recognition with its customers, many didn’t know about the parent brand prior to the consolidation.
Easy Website Management
This customer had employees that could be trained to manage their website, without relying on a third party for on-going management.
Decreased Hosting Costs
Since they only had one web property, the hosting fees and license fees were greatly reduced.
Improved SEO
As part of the initiative, we trained their staff on how to perform SEO activities for each of their pages/posts. This improved their traffic.
Automatically Scalable
Hosted in AWS, the infrastructure was configured to scale as per demand so it could handle the traffic when they went viral.
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