Brief
Mardak is a leading provider of Accounting and Business Management Software Solutions to the UK Construction and Allied Industries. Wow that does’nt sound sexy does it? But their product is. Their software is ultimately flexible enough to be used in a variety of situations and the product functionality out-performs their competitive set. The brief was to bring the website up to date, be a cut above the rest and convert prospects into clients.
Insight
Mardak needed to have a larger, stronger client base. Their competitors had established a strong hold on the market and had a number of loyal customer portfolio. Construction companies find it hard to evaluate the right accounting software. Each area of a construction business has different needs; from integration issues that an IT manager might have through to a financial controller managing a number of companies within one organisation. Accountancy software companies as a whole are never really branded nor have an ounce of personality. Grey colours and bland image shots were the order of the day. Creating differentiation and stand out for Mardak was a pleasure not a chore.
Objectives
- To acquire more customers
- To increase brand awareness on the web
- To drive new business leads for 1-2-1 demonstrations
- To have a clear hierarchy of communication so that prospects can understand the product proposition – site architecture, navigation & content
- To create a fully functional CMS site that links to product demo
- To create a branded experience that would help them punch above their weight within a competitive marketplace
Execution
Brightenup designed, developed and built a new CMS website for Mardak using PHP and MySQL designed with CSS and fully HTML compliant. The code produced is compliant to the latest W3 guidelines. The user experience is crafted to allow a number of different entry points into the site and clearly, easily impart product and company information. Special attention is taken regarding the hierarchy of the navigation, headlines and body copy so that the site would be organically optimised.
The design is bright, flowing and has impact and standout that creates a vibrant personality that helps the Mardak brand become more differentiated. The logo mark was restyled to give a more dynamic feel along with a new strapline to underpin the brand. The use of the iconic images on each page quickly and simply imparts the nature of the software. Multiple “call to actions” (icons and words) on each page, drive prospects into finding out more about the product and service propositions.
The CMS is very easy to mange and changes can be made quickly within each of the sections including copy, images and links. Additional navigation (primary and secondary) can be added by Mardak using the CMS system if required. Permissions allow different areas of the business to update their own sections accordingly. The launch content for the site was entered within 2 weeks.
The project was managed on a very tight time scale; from initial discussions to go live was just 16 weeks. Careful project management and efficient communication enabled the website not. Both Mardak and Brightenup were excited to review the results of the new website. Apart from great prospect and existing client qualitative feedback the statistics speak for themselves.
- New visitors increased by 58%
- Dwell time on the site increased by 1600%!
- Over 200 PDF’s have been downloaded
Since launching the site, the e-newsletter subscription list grows month on month and the combination of PPC Google sponsored links are helping to drive new prospect clients to Mardak each and every month.
If you would like to find out more about this project or would like more information about our colouring in, spreadsheets or interweb things then please contact Jo Livesey on 01273 731633 or if you’re shy email j0@brightenupme.com
