Eliassen Group Launches Responsive Redesign Following Migration to Percussion CMS
Eliassen Group’s core business is technology staffing and consulting, and as a technology-oriented company, they wanted their digital presence to deliver more in terms of business growth. Their consultants connect the best tech talent to clients across a variety of industries, matching the right people, skills, and experience to each job. Unfortunately, their website didn’t have a meaningful role in their marketing mix. Without engaging content or mobile optimization, it had yet to drive leads the way their more traditional marketing efforts were doing.
The Eliassen Group website launched on Percussion CMS in August 2013, and this week launched a newly responsive and mobile friendly version of their website. According to Chief Marketing Officer Tom Hart this release also contains major content changes to reflect their recent work in developing customer personas.
We spoke with Tom last week to check in and offer our congratulations on the launch. He was happy to share the rationale behind the latest changes, some goals for their future digital efforts, as well as lessons learned from the recently completed project. Excerpts from our interview are below:
Percussion Software: Relative to where you were prior to launch, how are things looking now in terms of being able to capture leads and measure effectiveness and adjust content on the fly?
Tom Hart: We’re in a much better place, but we take a pretty hard view of that in terms of where we want to be and where we are. With responsive design and the technical platform in place, and the persona work being finished, we’re really at a great starting point.
If you think about it, the foundation of the house now is fully built, it’s rock solid, and what we need to do now is finish the house. There’s a lot of work left to do that relates to lead generation. Our horizon is that this time next year we will have fully and completely integrated SEO into our platform and we will be fully utilizing a variety of social media to help drive leads as well, and between now and then, we will install in an iterative process many small implementations to get us from where we are today to that desired end point.
We’re in a very good place and we have visions to be in a much better place.
PS: Why were you thinking about going responsive, and why was that your first priority?
TH: There are a lot of reasons to go responsive. Because we have multiple product lines, our clients and our consultants vary widely in terms of who they are, what level they are, where they’re based. Many of them are quite mobile. With so many of our consultants and clients traveling extensively for their roles, our thought was to make our website as responsive as possible to meet all of their needs, regardless of what device an individual is using to fulfill his or her responsibilities. In this era, when some our using desktops, others are on their laptops or ipads, and still others are using smartphones for work, we realized the design of our website had to be responsive. It’s a common sense approach in the age we live in.
We want you to have a good experience navigating our website and getting directly and specifically and quickly to the landing pages that relate to the line of business that you’re inquiring about. And so that was a big part of it. And having the screens paint well on any device size was important to us. And not having to continuously click, click, click as you’re trying to find content was important to us too.
Responsive design is so important in today’s marketplace. We realized when we made the decision to create the new website that we had to be as agile as we could be when it comes to meeting all the needs of our consultants and clients. Consider for a moment what would happen in the “old days,” when someone visited a website with their friends by using their phone while they were out. So, you and your friends visit that site, it’s not responsive, and it takes forever to find the data you are looking for. You are clicking away and clicking away and can’t get to the information that you were looking for. Finally, you say “You know what, I’ll just do this when I get home. Never mind.” We do not want our clients and consultants to ever have to endure that kind of frustration.
PS: How long did this project take?
TH: Well it probably has taken us about three months, but if we just wanted to do responsive, we could have done it a lot quicker than that. However, at the same time that we were doing responsive, we were also incorporating all the persona work into our copy and content and our landing pages, so we did both at the same time.
PS: Have you changed the way that your website fits into your marketing mix at all?
TH: Absolutely. With the persona work, which really speaks to our consultants and our clients, now when you come to our website you’re very very consistently being asked two questions “who are you?” and “what do you want?” And the website has now been designed in a way that it can very easily handle those two things and get you right to the content that you’re looking for. Because we’ve made it easier, we’re going to make it easier for you as a consultant or client to transact business with us and so to a great degree, we’ve already made our website and landing page more front-facing for the company in terms of the role they play.
PS: Have you taken away any particular lessons from the redesign and the responsive upgrade that you’ll take into future web projects?
TH: Well there are many lessons we’ve taken away. Some great learnings. The company struggled for a number of years with a platform that was very rigid and extremely inflexible, and they just dealt with it.
Lesson number one was: don’t wait so long to introduce change. If you know you’ve got a problem, deal with the problem and put it behind you. And we’ve now done that by moving on to [Percussion’s CMS].
And lesson number two was the importance of persona work and having the website speak to its audience. We engaged an outside consultant to help educate us on that. We now consider ourselves very much subject matter experts on the use of personas and the value that they add.
Now as it relates to the integration of social media and search engine optimization, we’re gonna do the same thing again. We don’t have anybody on the team that we would consider subject matter experts.
The idea is for the marketing team to be fully enabled, fully empowered and fully conversant and knowledgeable on all the key capabilities that are required to have a website and its component landing pages help to drive business. And that’s a pretty key learning.
Some excerpts were edited for length and clarity.
Feel free to congratulate Tom and the entire Eliassen Group family on their relaunch on Twitter at @EliassenGroup.
Karo was born in Poland, and learned to speak English by watching "Saved by the Bell" reruns during her first summer in the U.S., which has left her unable to go through life without occasionally breaking the fourth wall. As Percussion's content marketing manager, she oversees and creates content that drives website traffic, engages followers, and helps fill the marketing and sales funnel. She writes about content management, content marketing, SEO, social media and web design, and how to make it all less complicated.