Creating Messaging that Stands Out in a Crowd & Resonates with Customers
Intersect’s Services Pages.
The ask:
Development shops build other peoples’ ideas. But Intersect isn’t a dev shop. They’re an innovation firm that partners with enterprise clients to help them solve real problems by creating remarkable digital products that result in great user experiences and actual business value at the same time. How could they help potential clients to understand that Intersect is not just another dev shop?
The big idea:
Looking across the category, it turns out that many shops with similar seeming offerings all use very similar language. That language winds up feeling generic, filled with jargony buzzwords, and doesn’t truly explain what sets one company apart from the other. What if we went more in-depth on explaining the services that really set Intersect apart and let people know more about our processes to help them see that Intersect doesn’t just build things? They really partner with companies to create smart, useful, and innovative digital products.
The solution:
To make sure visitors to the Intersect website could understand what set their offerings apart from competitors, we needed to rebuild the “Services” section of the site from the ground up. After speaking with several Intersect employees from each department to understand what they thought was most important when it came to their team’s role in the overall process.
What we found was that each department thinks differently about designing and developing digital products, so why should all of the pages look and feel the same? Instead of trying to make important information about each of Intersect’s service offerings fit into a single template, what if the template fits around the information?
Using this thinking, we came up with design elements that would give all of the pages a connected feel, but allowed each page a unique layout that we could focus on highlighting the new messaging and copy in ways that made sense for the message, not the design.
The results:
A complete rebuild of the Intersect “Services” landing page and all of its subpages with a focus on making the message most important. Each page was laid out individually to highlight important content, but relied on common design elements to keep them anchored together as a whole.
These new pages better articulated what Intersect could help their potential clients with in understandable ways, gave them confidence by granting them insight into Intersect’s processes from the start, and, most importantly, set them apart from other companies.
The new Intersect “Services” pages helped lead to #1 rankings for several key industry terms the company had not ranked for prior, more site visitors, and increased time spent on the site.
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My contributions:
Strategy
Message development
Copywriting
Design consultation and direction planning