Max Cove
Working alongside public relations superstars and one of my long-time clients, Violet PR, I led the strategy, development, and design of the website redesign for Biggins Lacy Shapiro & Co. (BLS & Co.). As one of the largest specialty site selection and incentives advisory consulting firms in North America who help companies compete and flourish by optimizing location choices, they were in need of a site that truly captured their forward-thinking and position as trusted leaders within the many industries they specialize in. After conducting a comprehensive audit of their existing website, it was clear that I'd need Violet PR to help flesh out and sharpen the messaging across the site, while I focused on ensuring their visitors would not only be delighted by a brighter, more dynamic visual system, but have easier ways to navigate to and interact with the content that mattered most. On each page, you have clear pathways to explore key information, from the mega-menu dropdowns within the main navigation bar to selectively placed anchor links, as well as direct CTAs that provide ample opportunities to start conversations and drum up exciting, new business.
UX/UI Strategy
Website Development & Design
Webflow
Jetboost
Adobe Illustrator & Photoshop
With an impressive back catalogue of thought leadership pieces and news appearances, BLS needed an improved system to more dynamically showcase their writing and press. It started with laying out a sleek, well-organized main landing page that could show off their most recent work, which opens with an exciting slider of featured pieces. As you scroll down this page, you can easily explore between their latest appearances in the news and staff-written insights, and even find articles by choosing specific categories of interest (site selection or incentive advisory). Each individual press and insight post utilizes large banner image to bring visual appeal and ends with the opportunity to learn more about the featured staff writers and explore more of the company's recent posts.
On the previous BLS website, while they had a helpful breakdown of service pages that shed light on their know-how and expertise, they were oddly set up through a tabbed secondary navigation system. Each tabbed page left much to be desired with a lack of valuable content and videos taking users away from the site. So, I sought out to create powerful, single pages for each service BLS offers, which not only breakdown their various approaches and abilities, but also highlights related case studies and thought leadership, which dynamically is pulled from the CMS as new studies and insights are added to the site. We also took this redesign process as an opportunity to showcase the firm's successful work across a wide variety of industries by creating standalone industry pages, which lays out their specific approach within each field, lists their related clientele, and case studies that drive home the point that BLS is a proven and successful site selection leader.
After doing some initial digging, my team discovered that the pages that were drawing the most traffic to the current BLS website were their individual state, territory, and province pages that shared their specific economic incentive offerings. And of course, it makes sense that site visitors contemplating hiring a site selection consultant would want to explore all available incentives to make the most informed relocation choice. However, as popular as these pages were they were tied to a clickable map, which did not translate well on mobile devices, and didn't even give users an easy way to search for a specific location or region of interest. So, using the power of Webflow and Jetboost (a fantastic real-time search, dynamic filtering system that works with Webflow's CMS) we were able to create a more dynamic resource page, which not only allows visitors to search for incentives programs by location name and region, but also gives them the ability to save their favorites so they can keep tabs on where they could potentially set up their next manufacturing plant, research facility, or new headquarters.
