A User-focused & Optimized Website Partnership

The Challenge

To showcase their expertise and projects, Aptitude, a brand of JE Dunn that specializes in building technology solutions, recognized the need for a new WordPress website that was both user-focused and optimized for lead generation and SEO. However, they faced several key challenges in their website development strategy, such as differentiating the Aptitude brand from JE Dunn, highlighting their technological capabilities in efficient building systems, delivering a positive customer experience, and supporting future CRM connectivity. The new website needed to include gated thought leadership and case studies, easy to update and maintain, and optimized for a responsive design that would perform fluidly across mobile, tablet, and desktop devices.

What We Delivered

Conway Marketing Group started by conducting a 1-hour session with a select group of internal Aptitude team members to gather their views and ideas. During the session, the website project steering committee discussed and provided individual input for the website strategy and design.

Once the strategy was finalized, Conway Marketing Group held a UX design session with key Aptitude stakeholders. In this session, they reviewed a clickable prototype consisting of several page layouts, wireframes, and diagrams of the basic framework, navigation, content strategy, and desired functionality before applying graphics, fonts, and color.

After the design approval, Conway Marketing Group built the new staging site and website on a new hosting platform (WpEngine). The back-end development of the site incorporated agreed-upon functionality and website testing. Admins and content contributors received one training session on CMS, recorded and shared with Aptitude.

Finally, Conway Marketing Group established and executed a long-term SEO strategy to increase organic traffic to the Aptitude website and generated leads from target keywords and phrases. They provided technical support oversight as required for website maintenance and bug fixes.

The Results

Conway Marketing Group was able to deliver a user-focused, optimized, and dynamic website that fulfilled Aptitude’s requirements while showcasing their expertise in building technology solutions. The new Aptitude website helped differentiate the Aptitude brand from JE Dunn, provide a positive customer experience, and optimized lead generation capabilities. Furthermore, they enabled future CRM connectivity and supported a responsive design for mobile, tablet, and desktop devices. As a result, Aptitude could provide information about their success in the marketplace and incentivize future business growth and collaborations.

The Client

Aptitude specializes in building technology solutions. Aptitude focuses on combining advanced technology, quality workmanship, and modern design aesthetics to bring innovative solutions to their clients. Aptitude’s core services include the design and implementation of building automation systems, audiovisual technology, security technology, and structured cabling. Aptitude has a record of providing trustworthy, innovative solutions to clients nationwide.

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