The Challenge
As a provider of highly-sophisticated data solutions, TRANZACT needed to accurately portray their wealth of experience and flawless execution to the “C” level executives to earn their trust and validate TRANZACT’s history of delivering positive results for their clients. Once trust and credibility is earned within this audience, TRANZACT can achieve its goal of creating a meaningful relationship with the end customer from a strategic, consultative and partnership position.
TRANZACT recognized the need to improve upon its web presence to revamp their online strategy to meet the aforementioned objectives. With a strong foundation in technology and a need to speak to the key client roles through online means, TRANZACT needed to re-design, develop and deploy – not just one but two – engaging, searchable and information-centered websites.
To begin with, the existing sites had dated visual designs that did not effectively utilize graphics to support the TRANZACT story and offerings. There was also an abundance of copy that diluted the message and often left TRANZACT’s key target audience confused during the validation and decision-making phases of the sales cycle.
Taking into consideration the scalability limitations of the company’s existing static website, combined with the parent company’s vision for developing new solutions and services across multiple business units, it became evident that its overall web presence could become fractioned and unwieldy to maintain if not properly architected and developed.
While the necessity of a CMS solution was becoming a foregone conclusion, TRANZACT had limited internal resources when it comes to CMS maintenance and administration. With this in mind, the CMS solution needed to provide an intuitive, easy-to-use interface, with a WYSIWIG editor to allow inexperienced and non-technical users to manage a large volume of changing content quickly and efficiently, including:
- Managing industry-focused Solutions and Capabilities
- Custom contact forms to capture customer information
- Flexibility to integrate Flash and Ajax elements on a variety of pages to dynamically display content
- Creating a spider-friendly (non-JavaScript) version of the site for search engine indexing
- Updating and maintaining time-sensitive content such as News items, industry Events, Whitepapers and Case Studies
- Generate client stakeholder interaction with the company Blog
In short, the ultimate CMS solution had to be robust enough to accommodate the specific development and architectural requirements for TRANZACT, but not to the extent of an enterprise-level site that would require specialized skills to maintain and manage.
Fusion92 also knew that once the site was deployed, it would need to be found by major search engines. In preparation for the eventual search engine marketing, Fusion92 needed to proactively consider how to integrate organic SEO along with potential PPC campaigns to drive users to content-specific landing pages. These efforts would need to be supported by a robust CMS that would support all of TRANZACT’s subsequent search engine marketing.
All total, the new websites needed to present the next step in a digital evolution of TRANZACT’s online presence from a visual and navigational perspective, in addition to helping TRANZACT realize efficiencies concerning the management of those websites’ respective content.
The Solution
In order to give TRANZACT the flexibility to manage dynamic content and eventually expand the site, Fusion92 designed, developed and deployed the TRANZACT websites utilizing an integration of Sitefinity CMS with Flash and Ajax. Customization was a key driver in our decision to utilize the Sitefinity CMS once again.
Visually, Fusion92 established a unifying messaging for the two TRANZACT website entities while still maintaining their own distinct points of differentiation in their service offerings as separate business units.
For our developers, the integration, support and built-in modules saved development and deployment time. The fully exposed and open architecture guaranteed that additional modules and customized pre-built modules could be easily integrated.
Sitefinity also allowed us to integrate seamlessly with TRANZACT’s existing .NET platform. Because of its many integration capabilities, Sitefinity also shortened development and deployment timelines. Fusion92 implemented Sitefinity’s search indexing tool, which provided a solid solution that lets users find TRANZACT industry solutions and resources quickly and consistently.
The Results
A combination of a restyled visual design as well as retooled information architecture has produced updated TRANZACT websites that deliver a much richer experience to the target audience. The site now more clearly communicates TRANZACT’s offerings and solutions to a variety of client stakeholders across various industries. It is now easy to search for and find relevant information (either by Industry or Solution) quickly and efficiently.
Just as important, the Sitefinity CMS allows TRANZACT to easily organize and update key product information, including maintaining the large Resources section that provides relevant (and current) information to consumers. TRANZACT users were able to learn the Sitefinity CMS system administration in a matter of hours, not weeks. With only a handful of resources, this is one of the most important successses of the Sitefinity CMS system. With its user-friendly interface, content sharing and branching and ability to roll back to previous versions should the need arise, TRANZACT will be able to make site changes easily and dependably.
The Sitefinity system gives the TRANZACT websites a much more solid and robust platform and structure from which they can expand the website as their services expand, as well as better organize the content based upon the various stakeholders within the client organizations.