Mixed Digital undertook a comprehensive redesign of their website to modernize its look and functionality, addressing issues such as outdated content, lack of responsive design, and incompatible plugins. The new site leverages visually engaging media, improved navigation, and integrates marketing automation tools for a better user experience. Key changes include a focus on visual storytelling, reorganized content structure, and a transition from 'case studies' to 'client success stories' for better engagement.

1. MixedDigital.com:
A Website Re-Design Journey
2016
(complete with cheesy PPT clip art)

2. Summary
Mixed Digital decided now was the time to update the look and feel of the
company website. The style of the existing site may have been modern in 2011, but
standards have dramatically changed in five years and an overhaul was in order.

3. Shortcomings of Current Site
• Doesn’t match the visual nature of modern websites
• Not developed using responsive design
• New WordPress plugins are incompatible
• Copy is outdated and incomplete
• Doesn’t ideally position the company’s offerings and capabilities

4. Plan of Action
• Liberal use of images and engaging media such as video and infographics
• Address responsive design and improve the mobile user experience
• Leverage new WordPress plugins to improve the look, functionality and utility
• Refresh existing copy and add to account for expanded solutions offerings
• Use more contact buttons and CTA’s throughout the site to foster conversion
• Take advantage of HTML5 functionality to improve the user experience
• Integrate with marketing automation/CRM platform

5. The Result
The resulting website is one that is visually stunning and makes careful use of the
non-flash animation feel that HTML5 and creative CSS provide. Built on a
WordPress platform, the site makes updating content a breeze and provides many
options to enhance the experience for visitors as well as management of the site
with tools like Yoast SEO, Google Tag Manager and more.
The use of video to tell the agency’s story provides eye-catching content that draws
visitors in. Careful attention was given to ensure navigation and content made
logical sense to the masses. Lastly, the integration of InfusionSoft forms allow the
company to seamlessly collect subscriber and prospect information, having it
conveniently populated in an easy-to-use CRM.

6. The Presentation: Before & After

7. Notes:
A silent video (Vimeo for
increased flexibility) spans
the entire width and
height of the screen to
introduce the visitor in the
most visually engaging
medium possible.
Careful attention was given
to conveying the
company’s offerings,
examples of work we’ve
completed, showcasing
clients and highlighting
mentions in major media.
Home Page

8. “About” Notes:
The previous about page
was a one stop shop for all
information about the
company. Given the
additional copy in the
news site, this would have
resulted in a very long
page, with a lot of reading.
The content was divided
into Our Company, Our
Story and Our Team to give
users a defined path to
learn about us as well as
not feel intimidated with
each page.
Most importantly, the Our
Company page is
hallmarked by our
“showcase” video with full
sound on demand –
powered by Wistia.
About Page

9. “Solutions” Notes:
The pages discussing our
solutions were either very
wordy or “content-lite”
and lacked the use of
visuals and media to break
up text and keep the user
engaged, while educating
them on our capabilities.
The new site highlights our
qualifications, process and
thought leadership in a
nicely visual manner that
works well with the
required text content.
Additionally, each
solutions page includes
additional resources for
the user and the entire site
uses more obvious contact
buttons than before.
Solutions Pages

10. “Content Marketing” Page Notes:
Content strategy is a newly articulated page for the website. One that was extremely wordy once we started talking about all the specific tactics used
to execute strategy. A solution was required to display the information in a format more appealing, easier to consume and lets face it, more fun! We
used HTML5 to animate the process of uncovering the descriptions behind each title/headline. Needless to say, we’re pleased with the outcome.
Content Marketing Page

11. “Case Studies” Notes:
The first major shift we
took was rethinking the
outdated term “case
studies.” We decided upon
“Client Success Stories” as
a superior description or
what we do.
Driven by analytics’s lack of
ability to properly track
PDF’s, unique pages were
created to leverage SEO
potential.
Additionally, the highly
visual approach enables
the visitor to quickly see
the results we delivered
for our clients.
Case Studies >> Client Success Stories

12. Blog Page
“Blog” Notes:
Keeping with the plan to
be more visual, we open
with a nice wide image on
top of the page and the
“title” of our blog. Edgy,
isn’t it?
We wanted to boldly
display featured images
and make use of the real
estate by adding a
subscribe CTA and some
highlights for top and
recent posts. Below that,
we have Categories for
those looking for specific
topics. Still considered a
work in progress, we feel it
was good for Beta and big
improvement.

13. The Wrap Up
This was an incredibly useful process for us to go through the same steps we use
when providing the same service to clients. Given the rapid change of the web
design landscape, re-designing our own site may need to occur every couple of
years just to keep up with standards.
Ultimately, we are now confident that we have a well thought out website that
articulates what we do, who we are and why anyone should care. Along the way,
we’ve developed some great content, in several formats to satisfy different types of
visitors. We hope you enjoyed our presentation and that you feel like starting a
conversation with us.

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