Software Company Website Redesign
Access Business Technologies (ABT) is a California-based company serving a national client base of banks, credit unions, mortgage brokers and other financial institutions with secure software hosting solutions for reviewing, tracking and maintaining billions of dollars’ worth of loans and mortgages. With over 11 years of experience hosting, integrating, and delivering complete mortgage desktop solutions over the internet, ABT is the largest and most experienced mortgage software hosting company in the country.
- Website development on HubSpot CMS
- Comprehensive company branding
- Improved navigation and site hierarchy
- User Experience Design
- Content Strategy
- Blog Setup and Customization
- Custom CTAs
- Landing Page Design
While ABT experienced great success in the last decade with their managed hosting services, they found that their prospects were not converting into customers when visiting the website and current customers were having difficulty understanding the company’s full capabilities and value proposition based on the website’s contents.
In the past, ABT’s audience was primarily IT professionals working for mortgage and financial institutions. However, as more of the major mortgage software vendors moved to web-based delivery systems, organizations started to recognize the value in working with outside IT teams over maintaining in-house IT departments. This change led to a shift in ABT’s audience and opened up new opportunities. ABT’s website however, was lacking key elements to appeal to financial professionals seeking mortgage technology solutions.
Looking at the old home page, there was no clear indication that ABT specializes in hosting solutions for the mortgage industry. Everything on the page, from the text and colors to the cartoon imagery, failed to differentiate ABT from the countless other software hosting companies.
Since ABT’s website had been geared towards users with a high degree of IT knowledge, the content was overly technical, and visitors found it difficult to understand ABT’s services. When visitors arrived on-site, they were immediately overwhelmed with the cluttered layout and frustrated by the lack of a logical path to find a clear overview of ABT’s expertise and capabilities.
ABT was looking for a website redesign that would attract their target audience, distinguish the brand from competitors, simplify the site’s content to be more marketable to the entire target audience, and position compelling calls to action that convert visitors into customers.
During our initial discovery sessions with ABT’s executive team, we learned that in addition to specializing in the mortgage industry, another unique differentiator of ABT is a software delivery platform called PowerCore. PowerCore was created by ABT to deliver mortgage software and other accompanying software tools through a secure desktop to any computer that is connected to the internet. PowerCore has been a big success with ABT’s customers; yet, the company was doing little to openly market the platform. It was clear that we needed to brand PowerCore as ABT’s unique delivery platform and bring this value proposition to the forefront.
LyntonWeb’s team of business development professionals, online marketing strategists, user experience architects, developers, and designers worked with the ABT project team to create an online presence that complements the company’s competitive advantages and integrate web technology into the business’ overall strategy.
With a launch date scheduled for April, proper planning was critical. In order to meet a four month deadline, we outlined the project into 5 stages: Discovery & Planning, Architecture & Content Strategy, Content Creation & Editing, Wireframes & Design, and Development & Launch. After learning about ABT’s audience and business objectives in discovery meetings, our marketing team developed user profiles, the style and tone for the messaging, and began taking an inventory of ABT’s content assets. Based on the pre-defined business objectives and user profiles, we identified content pieces that were appropriate to repurpose and noted gaps where original content was needed. Sitemaps were strategically planned to allow visitors to quickly and easily navigate ABT’s product and service offerings, including the proprietary PowerCore platform.
Once the sitemaps were finalized, a content guide was created and ABT’s internal project team began developing the new content. At that time, we moved into design. Before diving straight into the website design, we started by creating the new ABT logo and defining new color pallets.
It is important that ABT be perceived as a strong, secure, and progressive brand. For this reason, we selected a combination of blues, greys, red and black for the website. The communication strategy focused on simple, easy-to-understand messages that relay the importance of cloud-hosted mortgage and loan software to all kinds of financial institutions, backed by one of the very first companies to ever integrate and fully support the two. In order to best communicate this message, we used a large rotating slider on the home page. The first slide is all about the delivery platform, PowerCore. The four following slides feature the key types of online mortgage software that ABT supports.
PowerCore received its own unique branding along with a call to action for a free demo.