Keeping pace. Staying current and up-to-date. In the business world today, keeping current is not only a challenge, but it is also a priority. The internet is now the primary source for buyer research in both the B2B and B2C environment. Your online presence is the public picture you show the world and it is the first stop for anyone wanting to know more about your brand. So your website must represent your brand effectively to keep pace with both your customer needs and your competition. One of our clients discovered that even a complex product would not stand in the way of change.
The snowball effect
The team at Sorna discovered that the snowball effect took root once they took the first step to update their brand. It started with the decision to update their tradeshow booth three years ago. The job turned into something bigger than expected as they discovered that it would be necessary to build a new booth. That one project became the impetus to update everything related to their corporate identity. The rebranding snowball was rolling. Updating meant everything from their logo and marketing collateral to their overall web presence.
The critical role of their website
Sorna understands that their website is a critical aspect of their business. Lara Zimberoff, a spokesperson for the company, explains it this way:
Updating the website had been a long-term goal for us. We wanted to build more background information into our online presence. We have a complicated product and narrow target audience, so it seemed a bit daunting at the outset.
The Sorna team knew what they wanted the website to do. The primary purpose was to educate their audience showcasing the advantage of their product and demonstrating value and benefit to their narrow B2B target audience.
A custom approach
The overall timeframe for the website project took a bit longer than the typical update due to the complex nature of the business. As Lara explains:
Evolve was incredibly patient with us. Our website took longer because we have a more complicated product with a narrow target audience. They worked to help us develop the focus and really target that audience. Their project management was top notch. They went the extra mile to communicate, be responsive and ensure that we were happy with the result.
This project proved that the complex is doable. It took a bit longer, but the result of a satisfied client is well worth the time and effort.