Transforming a website from a business liability to a thought leadership and business development asset.

1. ArcSoft.com Overhaul:
Bringing “Intelligent Imaging”
to Life
Amy Rubin
May – December 2013

2. Executive Summary
• Background: Prior to May 2013, no way to discover the complete
ArcSoft story, costing the company in terms of lost business and
opportunities to educate and influence perception.
• Objective: Create a “home base” that told the corporate story and
enabled customer engagement.
• Strategy: Establish arcsoft.com as the “flagship” expression of the
new brand; bring “Intelligent Imaging” to life.
• Principle Tactics: Redesign; “crowdsource” content from employees
and customers; editorial alignment with social media; ensure proper
back-end architecture for implementing (first-ever) web analytics.
• Results – By December 2013:
– New sections (Technology, Blog) most popular.
– SEO, SEM, content marketing, and social media boosted engagement and
traffic +50% and increased sales leads +9%.
– Awarded a Silver Stevie Award for Outstanding Site and an Honorable Mention
from the Online Media and Marketing Awards (2013).

3. Home - Before
Inappropriate focus on
non-core, low-revenue
products.
Weaknesses:
• The full ArcSoft story
completely absent
from the site.
• Poor representation
of the brand’s imaging
heritage.
• Cluttered,
unprofessional design.

4. Home - After
“Hero Images” essential to
showcase Imaging DNA. Images
sourced from actual customers,
partners, employees, and
ArcSoft’s CEO.
Design highlights key/new
technologies, products and
content.
“Intelligent Imaging”
Brought to Life.
Responsive design, mobile
friendly.

5. Technology - New
Easy-to-navigate
menus speed visitors
to critical content.

6. Blog - New
A platform for thought
leadership and, fundamentally, a
means to engage with customers
and photo enthusiasts. Featuring
“lifestyle” takes on imaging
topics, it:
• Sparks SEO.
• Motivates return visits.
• Unifies and reinforces ArcSoft
brand marketing key
messages.

7. Product - Before
Issues to solve:
• Dated, off-brand
visual language.
• Cluttered style; not
mobile-friendly.
• Focused only on a tiny
slice of the company’s
offerings; missing key
products and apps.

8. Product - After
Large, clean banner, focusing on
graphics; user-friendly vertical
panel for call-outs; easy and
complete navigation
encompassing all product lines.
Large, clean graphic, with
minimal teasing text to showcase
the key selling points.

9. Support - Before
Issues to solve:
• Cluttered, hard to
read, not welcoming.

10. Support - After
Friendly, on-brand, engaging
design and iconography
improves user experience.