Reimagining a brand website

“In fact, it’s at the heart of everything we do. All of our sales and marketing activities, even site support, go back to the site and customer engagement back to the site.”

In fact, UKG is a new brand created from the merger of two established brands, the human capital software company Kronos and the job management company Ultimate Software. An important part of branding is revisiting the brand’s website.

Rewrite every word. The public has also heard of Todd Purcell, Head of Digital Banking, Marketing, and Experience at Webster Bank, Connecticut. He restarted the site, but for a different reason: the site was just over six years old,” “With more than 36 million interactions per year, it was time for action.”

On the website, Purcell said, “This is the brand’s biggest show.” However, he has taken the full preparatory steps before planning a major change. He built up two full years of credibility and trust and also created an internal team that could work with the agency that would work on the implementation.

it was essential to selling the idea, create an internal sense of enthusiasm and urgency, and identify important results: “If we do this, we will do it.”

Start over. it was as if everything had started again. After the merger, there were “two of everything” We had to present the new brand”. The fastest way was to create a new website with links to the two historical sites. The content from the old sites for the new sites was a gradual process, but eventually, the old sites will disappear.

Purcell was concerned about leaving the website structure to view the bank’s organizational spreadsheet. According to him, it was important to present it from the customer’s point of view. ‘We have a modern website ready for the customer, not only when you sign up for the financial service, but also on all websites. Let the customer go his own way … on the journey he plans to take. This led to significant content classification. “We’ve rewritten every word.”

Useful tips. The MarTech session was moderated by Lynne Capozzi, CMO of Acquia, the digital experience platform that uses the open-source CMS Drupal for major clients such as Nestlé and Pfizer. Capozzi believes that brands should not last longer than two years without significantly updating their properties on the Internet.

advice on how to move a website:

• Prepare an audit;

• Write a creative assignment;

• Prepare the investment case

• Find the right partner

• Find the right internal stakeholders; To be

• Set goals.

• Launching a website is not something marketers do alone, Tisa said. Talk to others in your company. You cannot do these things in a silo. Understand all of your internal goals.

Purcell advocates a holistic approach rather than making small changes and adjustments. “Try to develop internal skills so you can have a team that can work with the agency in a very complementary way,” Identify the internal audience. Involve the CEO quickly and regularly.

Finally, “plans for the future,” added Tisa. For the UKG, this means that the mobile site experience comes first.

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