Envirotecture is a firm of building designers and architects, specialising in sustainable design. They build beautiful, comfortable, affordable spaces, spaces which are effortlessly cool in summer and warm in winter.
But although Envirotecture was designing and building stunning spaces ‘to inspire the soul’, their existing website was not going to win any design awards.
“We needed a website that was much more visually appealing,” says Envirotecture partner Andy Marlow. “And for a business that is all about design, it was crucial that we got the visual aspect of our website right.”
The very first step in a website rebuild is defining your ideal client, because you need to know who you are speaking to before you can speak to them. For the team at Envirotecture, this step was a little trickier than most because they have a very wide range of clientele.
The new website development process began with a face-to-face meeting, where the Brilliant Digital team ‘interviewed’ the Envirotecture team to help define and target Envirotecture’s many types of clientele.
Three main types of Envirotecture clientele were identified as:
In addition to this, five main areas of services were defined:
“That first step in the development process was very worthwhile,” says Andy. “Deb identified things that were crucially important.”
And once the types of clientele and the areas of service were clarified, the structure of the website became apparent. The home page would now be structured to appeal to all of Envirotecture’s clients, clearly outlining the areas of service that they might be looking for.
While the visual aspect of the site was a huge factor in the website design, rewriting and condensing of the copy was another equally important part of the rebuild.
“We needed to improve the visual aspect of the site, rewrite the text and clearly link the information with the imagery,” says Andy. “We had a huge amount of content on the old website, but although there were some great resources there, even I had trouble sometimes finding what I was looking for!”
“We also had to make the existing text more accessible. We have a lot of great information on our website about concepts such as ‘sustainability’ and ‘localness’, and we needed these big chunks of text rewritten into smaller, more digestible pieces of text. Text that could convey a big concept quickly and clearly.”
The team at Brilliant Digital pulled the key concepts out of existing text and rewrote them into short, easily digestible pieces that quickly and clearly explained what Envirotecture did and how they did it.
So when potential clients landed on Envirotecture’s new website, clients would clearly:
Once the clientele was defined, the service areas clearly identified and compelling copy written, work quickly began on the technical side of the website build.
Andy and Dick were kept fully informed throughout the process and features such as test sites gave them a much better idea of how the final site would look and allowed for productive and proactive feedback on design specifications.
“One of the great things to come out of this build is that it forced us to rationalise all of our images into three sizes,” says Andy. “This also helps us for updating the website in the future, as we upload more completed projects. We will save a lot of time because we now know exactly the right size of image that we will require for the website.
And not only was the speed of the build and communication during the build superb, but any issues that arose during and after the build were dealt with quickly and calmly, as soon as they were identified.”
As soon as the new website was up, Envirotecture noticed an immediate spike in business. And their clients loved it too, many existing clients taking the time to tell Andy and Dick how much they loved the look of the site.
“From a user’s perspective, we also love the back-end of the site,” says Andy. “It is easy to use and easy to maintain. And that’s really important to a business like ours, because we are often uploading new images or writing informative blogs or newsletters for our extensive client base.”
So not only is Envirotecture keeping their existing clients happy, but the business is also attracting new clients, who can now clearly see the benefits sustainable architecture can offer them, through the great visuals, compelling and clear content and a logical and cohesive website structure.
To see some of Envirotecture’s stunning spaces, check out their new website here.
We are in this business for the long haul… and that’s how we view our relationships with our clients. We build a website as a solid foundation, then we partner with them to grow their digital footprint. And our digital marketing results speak for themselves.
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