VP Professional Services
Jeff Deicks is the VP of Professional Services at
Mediacurrent. He assists with process improvement,
marketing, and managing deliverables on customer
engagements. Jeff brings over 18 years of web
development experience, primarily at Turner
Broadcasting Systems in Atlanta, Georgia. In his previous
position as Director of Operations at Turner Sports New
Media, his team managed technical operations for
Director of Marketing
Adam Waid is the Marketing Director at Mediacurrent
overseeing all marketing efforts and lead generation.
With nearly 10 years of experience with implementing
social media strategies, building complex CRM
campaigns, and evangelizing Marketing Automation,
Adam is a strategic thinker who has a passion for
producing revenue-generating results through solutions-
Sr. Project Manager
Dawn Borglund is a Sr. Project Manager at Mediacurrent
with a passion for helping business owners improve their
digital presence. Dawn's expertise in analytics reporting,
brand management, and interactive campaigns provide
critical insight and guidance to her clients' strategies.
Drupal Designer & Theming Specialist
Kendall Totten is a Drupal Designer & Theming
Specialist at Mediacurrent. Moving beyond her initial
love of graphic design, she expanded her knowledge
in Drupal front-end development, support, and client
training. She has designed, built and launched many
Drupal-based websites. Kendall shares her passion for
responsive design with the Drupal community by
blogging, maintaining her own website, speaking at
Drupal camps, and holding Drupal training workshops.
Danté Taylor is the Creative Director at Mediacurrent
and manages the creative and theming initiatives.
With his Bachelors of Fine Arts Degree from the
Savannah College of Art & Design he has over 12
years experience working in the creative industry. He
is a passionate advocate for user experience and good
design. Good design can change the world!
Web site redesigns originate for unique reasons, but fundamentally fall into two distinct categories: the
right and the wrong.
Ultimately a rational redesign delivers true value to an organization, instead of simply consuming time and
money for window dressing.
Most of the right reasons for redesigning a site carry an objective goal, such as:
● Increasing conversion rates for registrations or product purchase
● Improving user experience on mobile devices
● Putting the focus on core content and removing non-performing clutter
● A shift in overall company strategy toward a new product or service
● Migration from an inflexible legacy CMS to a modern framework like Drupal
Subjective reasons, such as an executive thinking the current site is "ugly" can certainly be addressed with
a redesign. But to be successful, the beauty is best tied to a rational and measurable purpose.
This eBook guides you through important things your organization should consider before embarking on
your next website design.
Analytics that Indicate it is
Time for a Website Redesign
Written by Dawn Borglund
It might mean switching
reimagining the strategy behind the architecture, or rebranding.
But how do you know when it’s time? If you have Google
Analytics, or a similar reporting program on your website, here are
4 signs (and what they mean) that indicate it’s time for a redesign.
Redesigning your website is
not just swapping one visual
design for another.
Think about conversions as the thing your website is supposed to do—that
might mean getting a user to request a demonstration, buy something, or
sign up for an account. A conversion rate is the percentage of visitors who
● Is there something technically wrong with your website? Think load times, broken links, and anything
along those lines that might discourage a visitor from converting.
● Are you getting enough traffic? Obvious, yes, but if you’re not getting visitors to your website, you’re
not going to get a high volume of conversions. More on this below.
● Are you getting the right traffic? If the people coming to your website don’t want your services, then it’s
no surprise they aren’t converting! Retarget your advertising or SEO efforts to match your ideal
● How’s your pitch? If you’re getting people to your website, but they aren’t converting, it might be time
to look at your message.
1. Your conversion rate is low
If these are on the decline it means your website isn’t doing its job. To understand why it’s not doing its job
any more, there are several other factors to look into:
7. 2. Mobile conversions
You're not getting any.
Mobile users are doing more than looking for directions and
things on the go. Many are doing complex tasks from their
phone or tablet which means you should give them a rich
experience if you expect them to convert.
If you’re still on the fence on whether or not it’s time to invest
in a mobile strategy, take a look at the number of users visiting
your site from a mobile or tablet device in a month. At this
point, it’s rare to find a website without a significant number of
mobile visitors which means “going mobile” is no longer an
option—it has to be a mandatory part of your digital presence.
3. Your bounce rate
is very high
Bounce rates are the percentage of users who land on your website and then leave (or “bounce”) without
clicking to any other pages. A high bounce rate means lots of visitors are leaving your site before doing
what you want them to do—which could be another reason why your conversion rate is low.
If your bounce rate is high, it probably means any one or more of the following:
● Visitors aren't finding what they're looking for and then leaving.
● You haven't given users a “next step.”
● Your message isn't compelling.
9. 4. Traffic is slow
If you're visitor numbers are low, then there’s a
good chance you need to work on your search
engine optimization. A key element to SEO
nirvana is constantly publishing new, interesting
content to your website. Each page you add to
your website is an opportunity for a search engine
ranking, which is going to bring more traffic to
your website, which will give you more
opportunities for conversions. Long story short:
adding pages to your site is important to your
Tip: You are writing for people
and not just search engines.
Visually Plan Your
Written by Jeff Deicks
The blank canvas in Photoshop is where many well-
intentioned Web redesign projects go to die.
Design is a critical component of a redesign, but it is only
one component. Web sites grow and change on a daily (and
sometimes hourly) basis. The design must accommodate
content - from how it will be produced to how it will be
When embarking upon a redesign, consider the team that
gets seats at the table for the design phase. One
stakeholder sitting down with a graphic designer to bang
out mockups won't cut it. This approach leads to countless
iterations of debating which shade of blue to use.
A healthy team requires equal parts experience with content production, site development and visual
design. Run the pretty pictures past a committee for review only after they've been drawn on top of a
solid (and approved) structure for the site.
Instead of mockups, make a visual plan the first deliverable for the project. At Mediacurrent we start
with high-definition wireframes, produced by designers who understand the code behind a web site and
the process behind content production.
Mediacurrent believes that detailed wireframes help to provide a clear picture of how the site will be
expected to function, before development work begins. Mediacurrent's wireframe format helps present
this vision without the distraction of subjective elements such as colors, fonts and textures.
Ultimately, this visual planning for a site leads to increased predictability for the development and
theming phases of the project.
With a clear visual plan in place, the design approval process proves more efficient, and the project is
well on its way to becoming a rational redesign.
Design Your New Site Around
Written by Danté Taylor
14. Personas can give you a profound and insightful view into
your target audience's frame of mind and common behavior
patterns—which makes personas a powerful aid during the
design process. They're not just for the web design industry,
personas are used to develop brands across several
disciplines and industries.
The Primary Persona is the archetype that the website can't
do business without. Other personas are variants of the
Primary Persona. The best way to start a persona is to
review input from customers, key business goals, usability
reports, interviews from primary stakeholders, or gather
feedback from focus groups. The end goal is to design an
interface that works for your primary persona but the other
personas could use.
Building The Perfect Persona
Questions to help identify your
● What are their demographics? What are their interests? Who
influences their product choices?
● What are their personal goals?
● Where do they look for information about your product
● What type of information do they want?
How to use a
persona in the
Remember to build your design around the needs
of the primary persona. When developing a
persona remember that you are looking to address
that person's needs in the most efficient way
possible while strengthening your brand
awareness. The user interface should not make
them think (see Steven Krug book Don't Make Me
Think), but should be designed with their
personality type and core needs in mind.
17. Making better
Designing with user stories and following User Centered
Design, removes the need for a long waterfall design cycle that
has the potential missing your target audience.
The more you understand the values of your key audiences the
better you can fulfill their needs adequately thus meeting your
Need help developing your Buyer Personas?
Download our Buyer Persona Guide.
Ensure your new site has
a Solid SEO Strategy
Written by Dawn Borglund & Adam Waid
Its core features support many
of the critical SEO elements.
Combined with third party modules, Drupal becomes a very
powerful “search engine friendly” environment. The Drupal
community also provides an excellent tool to check the “SEO
health” of your website, called seo_checklist. It examines the
structure, settings, and modules installed on your Drupal
website and provides a checklist for improvements based on
Drupal SEO best practices.
Drupal’s content management
system is perfectly structured for
A few additional SEO tips before you begin
your redesign include:
● Take an inventory of your site's pages - this is so important yet is often overlooked due to the inability to
compile and keep an inventory of your site pages. Understanding not only how many pages your site
consists of, but knowing what those pages are, is critical for moving forward with your redesign.
● Take an inventory of your links - gain a general understanding of who is linking to your pages and have
an idea of which pages currently have large inbound link inventories.
● Understand your keyword rankings - Take the time to know where you rank for your important key phrase,
in particular your non-branded phrases. Anytime you perform a redesign or make major site changes, you
run the risk of losing rankings and traffic as a result. Mitigate this risk with a knowledge of where you
stand in the search engines.
For more information on developing a solid SEO
Keyword strategy, download our latest SEO eBook
Ensure Your Site’s
Security is up-to-date
Online security can be
daunting. . .
but that's where the robust and thorough security of Drupal comes
All code on drupal.org gets scrutinized by a public community of
incredibly smart developers (including Chris Hales from our team at
Mediacurrent). Which is part of the contributing reasons why open
source software, like Drupal, is often just as secure, if not more
secure, than commercial software. It’s not just our opinion either -
increased security was one of the reasons The White House cited
when they switched to Drupal.
There is also an active security group discussion on Drupal.org
devoted to helping out those in need of security issues or concerns
and addressing questions others may have. This page contains such
helpful topics as "Common code mistakes that open vulnerabilities"
and "Enabling the overlay module for anonymous: Security risks"
When a lapse in security
perhaps in a contributed module or even with Drupal core itself, it
helps to be prepared to handle the necessary updates. Budgeting time
and resources for periodic Drupal module updates and security patches
is sound planning and worth the consideration, especially as your site
grows and the number of modules provided by the community
In the event of a major security update, it helps to have the
available resources to plug the risk ASAP. Updating a
module to close a security threat may be as simple as
updating the module's code, or as complex as applying a
patch and update. Regardless of the threat, frequent
checking and updating of your site's modules is good
When planning for a site's development quota, be sure to
leave sufficient time throughout the life of your Drupal site
to accommodate periodic module and core code updates.
What they say regarding an ounce of prevention is true and
keeping on top of necessary releases through proper
developer allocation can prevent major headaches down the
road. An hour spent updating contributed modules could
prevent 10 hours of cleanup and restoration later.
Make Mobile Part
of Your Strategy
Written by Kendall Totten
26. Is your website
Maybe you already know by now that mobile web is
important. There are now more than 100 million
smartphone users in the U.S. and the percentage of
overall web traffic that comes from mobile users just
doubled in 2011.
So what does that mean for your website? If your site
isn't optimized for mobile, that's a lot of people that
are struggling to get the information they need from
you, or worse, that are leaving to find it someplace
else. It can be overwhelming to consider all the
possible ways you could try to reach this target
audience. One route would be to build a mobile app,
but that can be expensive to both build and update an
app for several smartphone operating systems—and
then there's the small matter of users being able to find
and download it from the app store.
users in the
What if there was a way to update all your content in one place, and have it display one way to visitors on
desktop computers and a different way to users on mobile devices? What if the layout could shape-shift to
accommodate tablets of all sizes and even expand to showcase a wider version for users with large monitors?
Mobile web seems to be the quickest and easiest route. Everyone
with a smart phone (and sometimes feature phones) has access
to the web and all that hard work you did building up your SEO
can help mobile users find your site quickly. So how do you
prepare your site for mobile users? You could build an entirely
separate website using a third party tool and try to incorporate
the most important information into the mobile site. Re-route
traffic to m.yourdomain.com and then struggle to keep your
regular website and your new mobile site in sync. But device
detection isn't perfect and often mobile users want to see all the
content on your site, not the abridged version.
28. Enter the perfect couple: Drupal + Responsive Design. It's no
Brangelina, but it still rocks. With Drupal, a powerful, open-
source, fully customizable content management system—
adding and updating your content is a snap.
CSS media queries detect the width of the device,
Drupal + Responsive Design
For more information on going mobile with Drupal,
download our latest mobile + Drupal whitepaper.
then formatting and layout are adjusted accordingly. Images can also be automatically resized to become
mobile-friendly and even retina versions can be loaded when needed. Drupal can be themed using a ready-
made responsive base theme like Omega or AdaptiveTheme. This means that your content is optimized for
whatever screen size your visitor is using and no one leaves grumbling and frustrated. Take a look at some
of the most recent responsive sites we've launched on Drupal.
Syncing Your CRM and
Written by Adam Waid
30. Organize, track, and manage all
of your customer information,
activities, and conversations.
Every day, your team is interacting with customers and prospects. A
CRM's primary purpose is to organize, track, and manage all of your
customer information, activities, and conversations. This helps your
sales, marketing, and customer service teams better understand your
customers. It also ensures you are delivering the right message at the
In short, CRM is an application that is designed to help you and your
business to organize all the data that you have on your customers.
31. What is CRM
Simply put, CRM integration is building your website and CRM
to function together seamlessly. Instead of using your CRM to
just be a system that retains customer information based on
manual entries, integrating your website/marketing automation
software brings in valuable customer information directly into
For example, let’s say a prospect downloads your recent
whitepaper from your website. This “prospect” is graded with a
solid “B” (based on the grading structure you’ve put in place in
your marketing automation software). If your marketing
automation software is integrated with your CRM, a new record
will be created and assigned to a sales person for follow-up.
In addition, your salesperson will be able to pinpoint when that
lead last visited your site, what they looked at, and what other
information they requested.
Like any software you are
integrating with your website,
IT staffs should thoroughly think through coding issues before
getting started. Participating in a live Demo and asking questions
about other successful Drupal implementations and calling
references is key. It's a great way find out what issues they had that
you might not have thought through. Drupal SEO best practices.
Integrating A CRM into
Your Drupal Website
Many of the larger CRMs have modules already created to make installing a bit easier (.i.e Salesforce,
SugarCRM, and a suite of modules for the Drupal-based CRMs like RedHen and Civicrm).
If you are going with a less widely accepted CRM, a custom API might need to be written. That's not
necessarily a bad thing, but can be time consuming.
What about Marketing
A strong lead management process requires B2B marketing professionals to respond to each prospect within
the buying process. However, as your business grows, understanding and responding relevantly to a buyer’s
interest is almost impossible to do manually. To ensure that your marketing efforts are targeting customers
and prospects with the right messages at the right time, a marketing automation software is key.
What Is Marketing Automation?
Marketing automation software brings together content assets such as landing pages, emails, web events, etc.
and delivers them to prospects at a time when it is most relevant to them in their buying cycle.
Knowing the "right time" is key to effectively engaging prospects with your brand. Conducting an analysis of
your target audience and capturing demographic information, along with their interactions with your brand
through your website and social platforms, allows you to qualify a lead and deliver to your sales team. Most
marketing automation platforms integrate seamlessly with popular CRMs, so your sales staff can most likely
continue to use their existing tools.
We're skipping ahead in the process and assuming you’ve
already determined that you need a marketing automation
software. The question now is “how effectively will this
software integrate into a Drupal website?”
Drupal is definitely one of the better marketing platforms,
and with a simple install of custom modules, the most
popular marketing automation platforms can quickly be
integrated with your Drupal Site.
The next page offers are few examples of custom Drupal
modules that have been created for marketing automation
● Marketo Munchkin Module - (created by Mediacurrent's
Damien McKenna) The Marketo Munchkin is a very simple
module to output the Marketo Munchkin tracking code
obtained from http://www.marketo.com/.
● Eloqua Module - This module allows you to build
webforms that directly parallel forms in eloqua, and can
thereby be posted into eloqua.
● Pardot Module - This module adds Pardot web analytics
directly onto your Drupal site. It supports general visitor
tracking, path-based individual campaign tracking, and
path-based lead scoring.
● Drupal websites integrate seamlessly with countless other
marketing automation platforms.
10 Questions to Answer
before your Redesign
Do not worry if you can not
answer some of the questions
right away or believe that
some of your answers might
The important thing is to
capture your vision before
getting mired in details.
1. What are some of the fundamental issues you're trying to
improve or business problems you're trying to solve with a
site redesign? Or, if this is a new site, what’s its purpose?
2. What sites do you consider competitors or similar to your
idea? Comment on their strengths and/or weaknesses.
3. Aside from competitors, are there any sites you consider
best-of-breed? (Could be completely outside of your
business or industry)
4. To the best of your ability, describe the primary and
secondary users of your site.
5. What known needs are they bringing to your website? (e.g.
curiosity about or passionate interest in subject matter,
desire to help a cause/become involved, or business need
requiring software solution.)
6. What primary action should a user take when visiting your site?
(e.g. registering for an account, subscribing to a newsletter, making a donation, reading editorial
content, or referring a friend.)
7. What needs aren't being met? Where does the site fall short?
8. Describe in as few sentences or words as possible the feelings you wish your site to evoke, and the
brand attributes you want it to convey. (Sample feelings might include: warmth, friendliness,
reassurance, comfort, or excitement. Sample brand attributes might include: caring, honesty,
humor, professionalism, intelligence, technological savvy, sophistication, reliability, and
9. Using adjectives and short phrases, describe the site’s desired look and feel. (“Easy to look at, edgy,
classic, up-to-date, crisp, modern, traditional, understated,” etc.)
10. Are there any third-party integration points (interfaces to a CRM, e-commerce, mapping solution,
social site or other use of a third party API)?
Rational Redesigns grow from the roots of
rational requirements. It is most important
to provide an understanding of the problem
to be solved and why it needs to be solved. If
you were responsible for prescribing how
the problem should be solved, then a
development team wouldn't be needed for
Our job at Mediacurrent is to provide you the tools, expertise, and guidance to turn your redesign project
into a rational one.
Ultimately, the goal is to give you enough knowledge and skills to not only manage your Drupal site
yourself, but to grow it as your business flourishes. Of course, we’re always there for those parts you
can't do or don't want to do!
We build highly impactful, open-source technology-based websites that help
organizations with their online presence.
Design Development Support