I redesigned and built the Ease corporate site from the ground up, as well as writing all copy for the site.

1. Ease Corporate Website
Erich Eilenberger

2. The Problem

3. Problem
Ease had an
outdated website
that did not convey
the essential brand
message
“Production made
modern”.

4. Problem
The existing site
also did not
integrate Ease’s
most recent
acquisition,
Scenechronize.

5. Problem
Instead, users were
redirected to a
separate site for
Scenechronize,
making the
relationship unclear.

6. Problem
Overall, the site was
busy and confusing,
and the brand’s
value propositions
were not clear.

7. Problem
Really, the less said
about this site, the
better.

8. The Assessment

9. Assessment
Sales
Existing
Relationships
Reputation
Ease operated in a
small business-to-
business market.
Most leads were
coming from:

10. Automated
Timecards
Payroll
Assessment
Since Ease offered
different products
and services, not
every lead would be
interested in every
product or service.
Studio
Hub
Production
Incentives
Benefits
Labor
Relations
Production
Accounting
Software
Scenechronize
Corporate
Accounting
Software

11. Assessment
Executives Accountants
Producers
Crew
Members
Potential leads could
be any of the
following:

12. Assessment
Verticals Brand
Credibility Funnel
The new site would
need to establish:

13. The Strategy

14. Strategy
Products were
divided into four
verticals based on
customer profiles.

15. Strategy
The verticals
appeared at the top
of the home page.

16. Strategy
That way, different
users entered the
same sales funnel
as soon as possible.

17. Strategy
The toolbar
contained functional
pages, which
received the majority
of traffic while being
secondary to the
sales cycle.

18. Strategy
That way, users
coming to the site
for a practical
purpose could find
what they need
quickly, but the
product verticals
remained visible.

19. Strategy
The homepage
followed a linear
progression with
arrows to direct
users.

20. Strategy
This suggested a
streamlined
workflow, one of
Ease’s most salient
features.

21. Strategy
Cool, pale colors
suggested
modernity, an
essential element of
Ease’s brand.

22. Strategy
Custom imagery of
film and television
production
immediately
established Ease’s
target market.

23. Strategy
Naturalistic,
documentary-style
photography
established a real-
world connection to
the film and
television industry.

24. Strategy
Copy focused on
telling users what
they could do with
Ease’s products,
creating a clear
value proposition
and a sense of
accomplishment.
“Eliminate hours of payroll
processing on weekends with
automated timecards. Allow our
system to calculate overtime,
penalties, and more in complete
compliance with union rules and
labor laws based on each
crewmember’s in and out times.

25. Strategy
Slideshows of
Ease’s products
showed leads
exactly what they
were getting.

26. The Bells and Whistles

27. Bells and Whistles
An interactive map
allowed leads to
search production
incentives by state.

28. Bells and Whistles
Interactive forms
allowed clients and
their employees to
complete requests
online.

29. Bells and Whistles
A video viewer made
tutorial videos
available for user
support any time.

30. Ease Corporate Website
Erich Eilenberger