Opportunity
Tindall’s most recent website was built on a proprietary system leaving little room for changes without expenses. Their brand was evolving and they were ready for a website update. We pitched a website re-do to fix some of the site’s underlying structural complexities and represent their industry leadership. To reflect their industry leadership, they needed a site that was as innovative and contemporary as they were.
Business Details
Tindall is a multimillion dollar manufacturer of precast concrete products and systems. They operate in the B2B market and traditionally had a limited marketing presence.
Solutions
After competitor and inspiration research and an extensive web audit, we elected to focus on four aspects: create a better user experience through stronger navigation and content hierarchy, reduce the amount of content, make the contact form better, and leverage motion as a tool.
Previously, the navigation consisted of 10 options, a separate header menu and several pages not included in the menu. We condensed it to 5 options by wrapping the less important pages under the main navigation and including drop downs to show subpages. Then, on the pages themselves, we reorganized the information, created links to take users further into the site, and placed call-to-actions at the bottom of every page.
Initially over 200 pages, we shaved to 54. The hypothesis was that a page for every project was overkill. By giving a full story for the top two projects of each category, and a couple sentences about the next six, we could show the breadth and depth of capabilities in a digestible manner.
In the first site, all messages from the contact form went to one Tindall employee. For the update, it was important to invent a way for the messages to get closer to the appropriate salesperson the first time around. Due to the complexity of the manner in which their team arranged their territories, it was not as simple as asking the user to input the category of interest. The final solution met great success. For more information on the form’s strategy, feel free to reach out to me.
And lastly, motion was introduced in three ways. In a subtle and sophisticated method, we added videos, load effects, and scroll effects.
The text in the "What's New" dropdown is designed to change every time a new article is written. This allows users to know about updates without having to continually check for updates.
Two user experiences were designed for the Contact page. The first was for those who wanted to send a message, the second (shown above) was for those who wanted to talk to a salesperson, but didn't know whom. By selecting the project category and location, the results filter away and leave the most-applicable contact.
Example of a project profile (case study).
Process
We worked with a team of 8 committee members including the COO (later promoted to CEO), salesmen, and IT. This allowed shared responsibility so no one person got overwhelmed. They had the opportunity to review all pages but were only assigned the full responsibility of a portion. This structure was set up to limit the time commitment for a task that was not in their job description, while also getting a comprehensive view of the company.
Client Appreciation
They were all incredibly respectful, smart and a joy to work with. Best wishes always.
