Storage Technology Company Website Redesign
WhipTail Tech
WhipTail Tech is a New Jersey-based technology company offering one of the first cost-effective solutions to enterprise-class storage utilizing super-fast solid-state drive (SSD) storage. Having already taken the IT market by storm with the introduction of two branded offerings – Virtual Desktop XLR8r and Datacenter XLR8r – WhipTail Tech turned their attention to their site presentation. The company wanted not only an aesthetically-pleasing site, but also one that provided an abundance of product, service and support information and many instances for lead-capturing.
The Challenge
WhipTail Tech markets their company to anyone looking to accelerate their data from virtualized environments (VDI and servers) to critical applications and databases, such as e-mail, SQL and Oracle. This meant their target audience was tech-savvy and sought out interactive websites that provided an abundance of information and were on-par or exceeded modern designs.
The old WhipTail Tech site functionally was inept and did not represent the company's inherent culture or their innovative, cutting edge products. In fact, throughout most of their old site, there was no clear mention of what exactly the company provided, and what the specific product names even were. The company's old online presence was so bad, they even found out through some of their partners and clients that not only was the former site design outdated; it was, in fact, harming their business.
Though WhipTail was looking for a modern, wide-open site with multiple unique pages and a "techie" feel to it, their main reason for a site redesign was to generate news leads. Prior to the design of the new site, the majority of WhipTail's customers came from their personal book of business and already-established relationship - never their website - meaning that new leads were far and few between. The new website would offer plenty of opportunities for collecting and maintaining lead information through product offerings, demos, contact forms and more.
WhipTail Tech needed this new site to be scoped, designed and developed from scratch for an upcoming trade show where they would unveil it to customers and attendees. With an ambitious project plan and approaching deadline, LyntonWeb worked with WhipTail Tech to change their site from boring to soaring.
The Solution
The LyntonWeb team of project managers, developers, designers and online marketers worked closely with the WhipTail Tech marketing department for months, concepting and designing a clean, unique site design that accurately represented the company's high-tech product offerings and tech-savvy clientele.
LyntonWeb broke down the development of the WhipTail Tech website into multiple phases: discovery; site mapping; wire framing; design; and development and launch, with WhipTail Tech's marketing team providing content for new pages. Since WhipTail Tech's products and technology were the main focus of their company, the LyntonWeb team determined appropriate content silos and page elements to feature to target audience members during the site mapping and wireframing phase.
"The team at LyntonWeb worked tirelessly and with extreme accommodation to really capture the essence of WhipTail and what we were trying to present," said Brian Feller, VP of Sales and Marketing for WhipTail Tech. "The majority of IT vendor websites are brutally similar in their overwhelming content and lack of intuitiveness. They're basically boring in almost every way. The LyntonWeb team continued to 'peel back the onion' on not just what we 'wanted' for the site, but also what would be the most appropriate, both in design and content, for our prospects and clients."
While WhipTail Tech's marketing team developed content, LyntonWeb designed multiple website designs, finally settling on a site that was graphically unique, but also offered easy-to-find support, contact and purchasing information, along with multiple product references, case studies and white papers for attracting qualified leads. The LyntonWeb team stuck with a few key themes during the design and development phase - easy to use; informative; and XLR8r, the company's branded product line.
The site was launched just in time for WhipTail Tech's appearance at the Citrix Synergy 2011 Show, where they were able to show off their brand-new site to hundreds of show attendees.
"The response globally to the site has been incredible," said Brian. "From prospect to partners, to clients, to investors, every comment has been positive and along the lines of 'it's gorgeous, and so easy to use' and 'it's so easy on the eyes and I actually had fun learning more about your company.'"
So far, the increase in traffic to the WhipTail Tech site has been substantial. Only a month after launch, the WhipTail Tech site has experienced well over a 40% increase in daily traffic, even prior to extensive SEO work being conducted.
"LyntonWeb was directly responsible for our jump in traffic," said Brian. "For a growing company such as WhipTail, the ability to partner with companies that are not just in the business to make a buck, but rather truly create high-quality, business-impacting deliverables is a huge value-add."
Since the launch of the website in late May 2011, WhipTail Tech has received a flurry of investment capital, including lead investment from Spring Mountain Capital, claiming WhipTail has "set the stage for the accelerated adoption of solid-state storage arrays by offering enterprises the first cost-effective multi-level cell (MLC) NAND flash based storage array to be accepted by the marketplace."