STRATEGY

Buyer Personas

A buyer persona is a fictional representation of a business’s ideal customer based on market research and data analysis. It includes information such as demographics, interests, behaviors, motivations, and pain points. Buyer personas are important because they help businesses better understand their customers and tailor their marketing and sales strategies to meet their needs. By creating detailed buyer personas, businesses can improve their targeting, messaging, and customer engagement, ultimately leading to increased conversions and customer loyalty.

We identified 3 key audiences that Bactronix wanted to speak to: Consumers Homeowners, and Business Owners.  We used these key audiences to develop a new site map and page architecture.  By identifying areas of content each buyer persona would be interested in, we were able to determine a hierarchy of pages to feature in the navigation as well as call out on the homepage what content these users would want to quickly access.  We landed on a design that highlighted 4 key areas of Bactronix’s business above the fold to help users visually identify which service lines applied to them.

CREATE

Website Design

Deploying consistency across major brand elements on the website,  we updated the color palette to match the Bactronix brand logo and chose to implement clean, modern font choices into brand materials to give their brand a clean, yet simpler look and feel.  We opted to use hexagonal patterns and textures throughout the site as an abstraction of scientific elements to create areas of interest without being overly technical.

We cut down large areas of content into smaller, more digestible snippets accompanied by bold headlines to help users quickly scan the page.  With our overall goal to soften the brand look and feel in mind, we implemented lifestyle imagery where applicable to add balance and a more personable feel against the highly scientific, technical content that needed to be included.

Lastly, we worked throughout the website to instil trust and establish authority with new users by including social proof and relevant statistics, accreditations, and testimonials for each line of business

EXECUTE

Website Development

Visit website

Working on a 5-6 month timeline, we developed a 14 page launchpad website in Wordpress using our own custom theme. As part of a phase II initiative after launch, we worked to develop the remaining site pages and launched  e-commerce store for Bactronix products.  As part of our ongoing efforts,  we maintain the website by making perpetual improvements to features, functionality and content.   

Working within the inbound marketing methodology, Vendilli Digital Group writes and posts blogs to the Bactronix website on a regular basis to establish authority and improve upon SEO initiatives.  We also developed dedicated landing pages to accompany PPC campaigns and drive conversions.