Everteam is an international corporation specializing in enterprise content management and intelligent business process management. Based in France, the company sought assistance from EXERTUS as it transitioned into the North American market and broadened its reach within the industry. We were called upon to help update the company’s online presence so that it more accurately reflected the company’s products, services, and enterprise solutions.
Clearly outlining Everteam’s many platforms, applications, and industry-specific solutions in a manner that is intuitive, informative, and effective. With products and services that are unique to each client – Everteam customizes nearly every one of its platforms and applications so that is is specifically tailored to the client’s needs – the many categories and sub-categories that fall under the Everteam umbrella can be hard to parse. This was especially true given recent expansion stemming from a company acquisition.
Answering Everteam’s call really meant killing two birds with one stone: creating a modern digital presence that would serve the company for years to come, and designing a new information architecture and user experience that would better explain the company’s unique enterprise solutions. The answer was an all-new website, complete with new site structure, updated URL naming conventions, and intuitive user interface.
When designing or updating a website, we ask a simple question: what is the best manner in which to present the information most applicable to users, readers, and potential customers? The answer to this question guides our approach, and informs every solution, recommendation, and choice that we make throughout the process. This was no different for Everteam. We had a simple goal in mind: create a website with an intuitive UI, rewarding UX, and clear and effective outline of information.
In order to achieve effective results, we first needed to thoroughly understand existing pain points so that we could devise solutions to present hurdles. To accomplish this, we set out to determine how best to present information to readers – websites are, after all, at their heart forms of communication between two parties – by focusing on what information mattered most. After in-depth analysis of user psychology and user experience, we determined that leading with benefits would be the most compelling inroad for potential customers.
When approaching content strategy there are two essential parts to every story — content that inspires and content that empowers. Both approaches are necessary for building a smart, sales-driven content strategy.
Inspiring your audience means creating content that helps them visualize their possibilities and imagine what they can accomplish. This inspiration can come in many forms including compelling titles, images and videos.
Empowering your audience means creating content that gives them the information, tools or resources necessary to actualize their dreams. This is usually content that allows people to take action — like information about an offering or an article with clear “how-to” guidance.
Drawing on the philosophy of inspiring, then empowering, start product and solution content with benefits before talking about specific features. This allows the user to imagine what their business could be like — then introduces Everteam as the magical solution.
To begin, we started with an in-depth strategy guide outlining information architecture and user experience – in other words, what form should these take within the new website? Our approach to these was simple, and revolved around our desire to make Everteam’s products and services easy to understand. Our goal was to make the reasons to act self-evident; the product should be inherently attractive to potential customers. Thus, we structured our pages in such a way that benefits were nearly always presented first. Inspire and then empower – that was our motto.
The user interface informs the user experience. If the website is cumbersome to use or information is difficult to access, then the user will come away unhappy with the experience, which ultimately means a potential customer is lost. Of course, it isn’t only the interface that influences the user’s experience. Everything from branding elements to on-page media shape the user’s engagement with the site. We sought to make the website easy to use and instantly inviting through bright colors, human elements, and easily understood interfaces.