As a key part of the rebrand, we relaunched Bohler’s website. The website needed a complete overhaul. In addition to modernizing the design and aligning it with the new brand, the structure, content and functionality needed to be rethought to support Bohler’s digital marketing strategy and website design and development best practices.
Substance151 took Bohler’s team through the comprehensive website redesign process – from web strategy and architecture to design, development, WordPress CMS and integration with several technology platforms.
Ensuring Brand Alignment
Stemming from the bold new brand, the new website is equally bold, distinct and memorable. The overall design is clean, modern, with strong graphic elements – reflecting the firm’s brand personality of “bold + sophisticated.” Using large headlines, stats and quotes throughout helps create a strong visual hierarchy of information and opportunities for skimming content for relevance while encouraging further exploration.
Modern and Human Experience
The website leverages video and visual content to showcase brand, purpose, culture, people and project success stories. The About and Careers pages showcase Bohler’s unique culture and humanize the brand, allowing prospective clients and employees to get a feel for what it’s like to work with Bohler (one of the website’s goals).
By using branded photography throughout the website, we further strengthened the overall brand-forward experience and showcased a more diverse group of Bohler employees.
Improving Content Presentation
The robust, content-rich and visually engaging News and Insights section houses both thought leadership and newsworthy content organized and filtered by categories. The website has become the cornerstone of Bohler’s content, thought leadership and lead generation strategies.
We incorporated several advanced features, including an option for site visitors to listen to the article or download it as a PDF – enhancing today’s visitors’ mostly on-the-go experience.
The portfolio section includes filtering and keyword search functionality, helping visitors answer the question, “Have they done projects like mine?”
Individual project pages have a lot of built-in flexibility to showcase photos and videos and include project stats and quick facts.
Implementing Lead Generation
During the initial web research and planning phase, we refined the lead generation strategy, developed contextually relevant calls to action and integrated them with the email and marketing automation platforms. The CTAs provide multiple opportunities for visitors to engage – request more information, fill out a project inquiry, download resources and sign up for Bohler’s email updates. The website includes text-to-speech and gated download functionality.
Website Management
The administrative backend takes advantage of the latest WordPress Gutenberg editing experience, providing the in-house team with a series of flexible content blocks that can create additional layout variations without involving the development team.
Achieving Results
Since its launch, the website has consistently demonstrated improved metrics, generated project opportunities and received numerous positive comments from Bohler’s prospects, clients and employees.
The new website, an online extension of Bohler’s brand, puts its people and culture front and center, clearly demonstrates the firm’s competitive differentiators, solutions, project experience and industry expertise and provides clear access to key information that the website visitors are looking for.
Bohler’s in-house marketing team now has full access to the administrative functionality that’s customized to their needs and workflow.
We continue to work with Bohler, supporting its leadership and marketing teams with ongoing strategy and planning, design, content/thought leadership and digital marketing, SEO/SEM, analytics tracking and reporting, design and social media marketing.
Website Traffic: Q1 – prev. year comparison
Substance151 is a true strategic partner who pushes us to think beyond the status quo and create work that stands out and strengthens the Bohler brand. Always thinking a few steps ahead, Ida and the Substance151 team ensure that what we create today continues to work for us tomorrow.
