Creating a lead generation website for a globally recognised education brand.
Setting the scene
Texthelp is a world leader in assistive technologies across numerous commercial and education sectors throughout the UK, US and other international markets.
Their previous website had become complex to navigate and burdened with excessive content. Our brief was to create a new flagship website supporting all brands and delivering great user experiences to all customer groups.
Research & business analysis
We researched and constructed user personas across all customer sectors. These were used to inform decisions throughout the project.
User journeys were mapped to guide customers to relevant product types and then on to enquiry points and online purchasing. Business, user and technical requirements were collated following discussions around the persona needs and ultimately the website KPI’s. These were used to inform web technology decisions.
"The planning workshops Quba facilitated were particularly useful in refining our brief and accommodating the many customer personas and user journeys within our business."
Design & user experience
A prototype was produced and tested with a sample of users that matched the personas. Visual mock ups, a pattern library and style guide were produced in collaboration with the in-house design team.
Our SEO specialist held a workshop with texthelp’s copywriting team to ensure best practice ranking techniques were followed.
The website has different versions for the UK and USA due to the slightly different customer groups and buying processes. We integrated with Sugar CRM and Google Chromestore in order to give sales agents a complete footprint of customers online activity and to provide additional context to automated marketing follow up.
Customer payments are handled via Stripe which was selected due to its flexibility especially around taking payments for license renewals. texthelp.com is hosted on Microsoft Azure which ensures consistent page load times which was important given the amount of pages which use embedded video and animations.
Finally, we integrated with Texthelp’s own digital inclusion software, Browsealoud, to add speech, reading and translation support to the website - removing any barriers that might exist between the content and Texthelp’s audience.
The new website does more to support the sales process by passing leads and customer browsing intelligence directly into Sugar CRM.
Executing the new brand online across desktop, mobile and tablet has been an important part of raising brand profile. Most importantly the relaunch of texthelp.com has brought all of texthelp's brands under one umbrella making it possible to cross-sell customers from one brand onto another.
A reduction of time on site signifies that customers are finding what they want faster.