Buffalo Solar Solutions

A young, small local business needed their website to work as hard at digital marketing as they did at improving the lives of their customers. Their existing site had a professional look and feel, but they felt that their content was not satisfying their potential customers, particularly when it came to educating them about solar power. Most importantly, it didn’t seem to be doing anything for them in terms of generating leads.

Responsibilities: Planning and strategy, research, user experience, information architecture, sitemap, content strategy, copywriting and editing, design, development, ongoing maintenance, marketing consulting, additional collateral production.

1. Research & Strategy

Following comprehensive SEO research, a sitemap and content strategy were developed to handle the challenge of simultaneously capturing organic traffic and serving up unique educational content. A blog plan was also formulated to create a manageable and steady flow of new content to the site to keep it healthy for search engines. Together with a simple online form for lead generation, content was written, revised, and prepped for design.

2. Design-Build

In lieu of a flat wireframe and design process, the content was dropped into a bootstrap-style stage site using WordPress, where the entire team could view the content unadorned in a website context, without the distraction of heavy design elements. Once the content was further revised, a simple design approach was employed, with colors, fonts, and images selected to match their branding while elevating it to the next level. This process allowed for a custom page-by-page design, creating a user experience that focuses on content strength and what separates their company from the competition.