One Firefly is an award-winning marketing agency catering to technology professionals in residential and commercial markets. Their purpose is to help people feel proud, prosperous and connected.
The client’s website suffered from poor organization and outdated design, frequently experiencing functionality issues and failing to incorporate the latest branding updates. Additionally, it lacked SEO optimization, significantly hindering its online visibility and search engine ranking.
Goals
A modern, brand-aligned appearance across the site.
Improved functionality, fixing previous malfunctions for reliability across devices.
Boosted SEO rankings to drive more organic traffic.
An easy-to-manage content system for hassle-free updates.
Enhanced conversion rates through optimized layout and compelling CTAs.
A versatile tool for both internal and external sales efforts.
Identify Goals: Create a website that accurately represents One Firefly and their services.
Target Audience: Smart Home Solution Providers seek marketing strategies that highlight their technological innovation, integration capabilities, and the value of comprehensive smart systems to a tech-savvy clientele.
They face challenges in integrating diverse technologies and need marketing that educates potential clients on the benefits and ROI of smart home automation through case studies and industry insights.
Effective engagement involves tailored content, partnership opportunities, and demonstrating a deep understanding of the smart home automation industry’s unique needs and trends.
Scope: Thirty-three core pages were slated for soft launch, while numerous others followed afterwards in phase two. The features would include responsive design, the use of a CMS for easy updates, SEO Optimization, customer testimonials, and case studies.
We also needed to create dynamic content for the One Firefly blog, the podcast hosted by the CEO, Automation Unplugged, and a press page.
Led wireframing and sitemap development for the website, collaborating with the CEO and Head of Marketing through extensive discussions to align with strategic goals and enhance user experience.
Iterated on design and functionality based on stakeholder feedback, focusing on intuitive navigation and optimized user journeys.
Created a detailed sitemap and wireframes, improving SEO, usability, and providing a clear layout for site development.
Carefully evaluated the purpose and target audience for each page on the website, determining the specific types of media and content (text, images, videos, infographics) required to effectively convey the message and engage users.
Coordinated with internal teams and external partners to gather all necessary assets, ensuring they align with the website’s overall aesthetic and goals.
Managed timelines and facilitated communication between all parties involved in asset creation and procurement, ensuring a smooth workflow and timely delivery of high-quality content for each page of the site.
2. Designing
Highlights
Developed a design strategy to align the website with the CEO’s vision of a friendly, professional appearance that sets the standard in the industry, focusing on simplicity and user engagement.
Chose to use simple illustrations for top-level pages to convey complex concepts in an accessible and visually appealing manner, enhancing the site’s overall aesthetic and user experience.
Served as the primary liaison for our illustrator, coordinating closely to ensure the illustrations perfectly matched the website’s design requirements and brand ethos.
Coordinated with both internal and external teams to gather visual assets for the site, including the illustrations, animations, and videography (external) as well as the iconography, process graphics, and testimonials (internal).
Fostered a collaborative development environment by effectively communicating with team members, stakeholders, and external partners, ensuring alignment on project goals and timely resolution of issues.
Established a structured feedback loop with the CEO and other key stakeholders, utilizing their insights to refine and enhance the website continuously.
Demonstrated commitment to web development best practices, including responsive design, cross-browser compatibility, and accessibility standards, ensuring the website is usable for a broad audience.
Optimized website performance through efficient coding practices, image optimization, and minimizing HTTP requests, achieving faster loading times and a smoother user experience.
Integrated SEO best practices during the development phase, optimizing site structure, loading speeds, and metadata to enhance the website’s visibility and ranking on search engines.
Implemented robust security protocols and regular updates to protect the website and user data from potential threats, ensuring compliance with privacy regulations.
Conducted thorough testing across multiple stages of development, including unit tests, integration tests, and user acceptance testing (UAT) to identify and fix issues before launch.
Provided comprehensive documentation and training materials for site administrators and users, ensuring a smooth handover and ease of site management post-launch.
The website saw a remarkable rise in page views, jumping from 23,473 to 92,948 year-over-year, indicating a substantial boost in user interest and content engagement.
The number of first visits showed a significant uptick, increasing from 9,507 to 29,878, suggesting successful user acquisition strategies and a more appealing landing experience.
Direct traffic nearly doubled in new users, and organic search showed over an eightfold increase in new users, reflecting the website’s growing reach and effectiveness in attracting users through various channels.
The ‘lead_concierge_started’ event more than quintupled, climbing from 4,851 to 25,198, pointing to an enhanced lead capture mechanism and higher potential customer interest.
Scrolling, an indicator of content interaction, saw a threefold increase, suggesting that users found the website’s content more engaging and worth exploring.
Quick Look
Want to dig a little deeper? View the live site at onefirefly.com.
