Deciding to redesign a company’s website always starts with a few easy, obvious realizations.
Yes, we need new messaging that doesn’t fit into our current design anymore. Yes, the style is outdated based on some of the changes we’ve made as our brand identity has become more sophisticated. Yes, we’ve tripled in size since the current website and it’s time to showcase what makes our culture so special.
These are all easy yeses that lead to some not-so-easy-to-answer questions—what, why, how, and who? Over the last 6 months, the Design and Marketing teams at TrackMaven have worked to rethink the structure and presentation of TrackMaven.com so that visitors will leave with a greater understanding of our product and our company culture.
We had a few goals in mind when we began tackling this redesign:
- Bring TrackMaven to life through the use cases our customers have identified
- Highlight our culture and behind-the-scenes company happenings
- Improve the overall experience and focus attention on our content
Changing how we explain TrackMaven
TrackMaven’s mission is to help marketers understand which content is working and which isn’t, so that they can make smarter decisions, achieve their goals, and drive continued marketing success.
To more clearly explain this goal, we decided to showcase the main use cases we see TrackMaven customers using on a daily basis. These include Identifying Engaging Topics and Tactics and Benchmarking Content Performance. With these two use cases, marketers find success with our platform.
Ultimately, we want to help marketers advance from gut-driven to data-driven practices. That’s where our customer success team comes in.
Literally day and night, our customer success team works to help you understand what’s working and what’s not through insights found in our platform. We’re on a mission to help you become a data-driven marketer, and the only way to get there is to first help you understand how to improve. Inviting prospects to understand the value of this journey was our first mission, one which we promote throughout the site.
By highlighting how our customer success team can help you grow from a gut-driven marketer to a data-aware, then data-informed, and ultimately to a data-driven marketer, you can see the added benefits that come from being a TrackMaven customer. Strategy sessions, personalized on-boardings, and quarterly business reviews are just a part of what the customer success team at TrackMaven offers, and we wanted to bring that forward.
Emphasis on Culture
From the photos of tchotchkes and books we find valuable on the homepage, the smiling faces across the site, and the inside-look at “Life at TrackMaven” within the About section of our website, we were keen to draw your attention to the culture we have as a company.
Over the last year we’ve doubled in size, moved to a new 22k sq ft office, and have won several awards for our contributions to the growing DC Tech scene. As a result, our About section has gotten fairly beefed up — showing off our awesome benefits, photos from around the office, and a better sense of who we are behind the product.
(And side note: we’re hiring for a ton of pawesome positions! So maybe join the pack?)
Easier access to our content
Our redesign also includes some hefty changes to our Resources and Blog. We wanted to focus on the resources that you get the most value out of, so we’ve made them easier to find. We also added an events section to give you a chance to meet up with us as we travel to marketing trade shows around the country. You can even sign up for our conference in October!
On the marketing blog, we’ve added more emphasis to our newsletter — which relaunched earlier this year — so that you can easily keep up with our great content without always having to come to the blog.
But we still hope you’ll discover even more helpful marketing content on our blog! To aid with this discovery, we’ve made it easier to search for content, browse categories that matter to you, and even see the face of the Maven behind the writing!
From a design perspective, our goal was the simplify the experience, removing cumbersome and distracting call outs in right columns to allow you to focus on the content you came to read.
What’s next?
A redesign does not mean the spotlight is off the website. In fact, quite the opposite! Now we get to dive into A/B testing, expanding our culture section, defining our product in more detail, and showcasing new resources.
We hope you like what you see with the redesign of TrackMaven.com!
Want to see the TrackMaven platform in action? Request your free custom demo!