Should You Rebrand Before Redesigning Your Website? (A Case Study)

Excel's Staging of the 2019 DC Swim Show
Excel Event & Lighting Solutions' event production for DC Swim Week 2019

Welcome back to Webapalooza—our celebration of the websites we’ve recently launched on behalf of our clients. Last entry, we looked at how a well-planned website helped a nonprofit health care provider better serve its patients while also growing its donor base.

Now it’s time to see how a growing B2B company used its website redesign as an opportunity to also reinvent its brand.

Excel Event & Lighting Solutions: Experiences Made Perfect

Excel Event & Lighting Solutions is a full-service event production company serving high-profile organizations throughout the Mid-Atlantic. Clients include the Baltimore Ravens, HBO, and the NCAA.

Excel combines everything event managers look for—anything-is-possible creativity, expert precision, and concierge-level service—into a single point of accountability. The result: delightfully perfect experiences for both the client and the client’s audience from start to finish.

Before: Excel’s Website Challenges

Challenge #1: The previous site (and overall brand identity) did not fully communicate Excel’s broad spectrum of event capabilities which includes planning, production, fabrication and décor, lighting design, and installation.

Challenge #2: The site’s language used vague promises like “excellent customer service” that did nothing to distinguish Excel from the competition. Copy described the company’s services, but did not offer up any differentiators. 

Challenge #3: The company was locked out of its existing website—an issue we see with increasing frequency. This occurs when a website was built years ago, and the client must rely on an expensive developer service contract to make edits.

Challenge #4: Excel felt the search engine optimization (SEO) plan was ineffective, a belief that our development team verified in one glance.

After: A New Brand First. Then a New Website to Match.

Our plan for Excel involved taking a step back—rebranding the company with a new name (from Excel Lighting Services to Excel Event & Lighting Solutions), new logo, and new brand positioning strategy and tagline (Experiences Made Perfect). This enabled us to help event managers not just understand what Excel does, but why they should choose Excel over the competition

Excel's Old Logo
Excel's Old Name & Logo
Excel's New Name, Logo & Tagline: Experiences Made Perfect
Excel's New Name, Logo & Tagline

We then tackled the web issues, writing and designing a new WordPress site that showcases those perfect experiences Excel is so adept at executing. Our creative team ensured site content sells and positions Excel, rather than just describes its services. Beautiful photos dominate the design and, combined with a minimalist site architecture, truly showcase the work. We also updated the organic SEO plan, writing page-by-page title and description tags to enhance search rankings and search engine user engagement.

Excel Home Page Design
We can bore you with all the technical details about how we helped Excel navigate the muddy waters of domain propagation, DNS records, and host transfer issues, but we will leave you to checking out the work—both ours and Excel’sat

Is Your Website Clearly Communicating Your Difference?

At Devaney & Associates, we help companies turn their websites into one of their most valuable marketing assets with a dynamic suite of services that goes beyond web design and development. Our solutions can include:

  • Branding audits
  • Competitive analysis & market research
  • Brand identity & positioning statement development 
  • Website audits 
  • Web design or content refreshes
  • Content management, including blog and newsroom writing
  • Advertising, marketing & PR campaigns to drive people to your site

Contact us online or at 410-296-0800  to discuss how we can help you maximize your site’s value.

Devaney & Associates Launches Total Health Care Website

Grandfather gives grandson piggy back ride at health care center

It is Webapalooza at Devaney & Associates—a celebration of our clients’ NEW website launches. Every site we create combines our exhaustive research, creativity, technological know-how, and well-oiled  project management to give our clients 3 unbeatable advantages:

  1. Brand-building custom design and content
  2. A clear-cut strategy to convert visitors into leads or customers
  3. Content marketing tools to keep site visitors (and search engines!) engaged.

Total Health Care: A Federally Qualified Health Center

For our first Webapalooza entry, we’re celebrating the launch of Total Health Care’s new site:

Total Health Care is a federally qualified health center (FQHC)—a community-based health care provider that receives funds from the US Department of Health & Human Services’ Health Resources and Services Administration (HRSA) to provide primary care services in underserved areas.

Before: Total Health Care’s Website Challenges

Challenge #1: The nonprofit had not updated its website in a significant number of years. The site was out of date and frustrating to update.

Challenge #2: The former site also lacked messaging for donors. Donor-centric messaging is critical for Total Health Care because there is a misconception that the federal government provides the center sufficient funding to help serve patients’ needs.

Challenge #3: The existing site was not patient friendly. It was difficult to navigate and lacked features that other FQHCs offer, like appointment requests.

After: A Website That’s Just What the Doctor Ordered

To kick things off, we hosted a discovery workshop with various members of the Total Health Care team, including the medical director and development director, to ensure the site would meet the organization’s—and the patients’—needs.

We then wrote and designed a new site that focused on two main audiences: patients and donors. Our team designed an information architecture that would help guide patients through the site and give them multiple ways to connect with the exact services they were seeking, while also making it easy for donors to donate and discover other ways to get involved in the mission.

Total Health Care home page design
Total Health Care website interior page design

Copy addressed the FQHC “funding misconception” head on, to help a new fund development team in their quest to position Total Health Care as a nonprofit first, FQHC second.

Just as importantly, the WordPress interface was easy for the marketing team to digest. The client was so happy, they made the final edits to the site themselves. 

Let’s Make Website Magic

When you work with Devaney & Associates on a website project, you get the full suite of digital services, PLUS a seasoned marketing team who will design a site to meet your big picture objectives, not just look pretty.

We don’t just migrate content, we write it. We jump in the trenches and figure out host transfer issues or why old domains are not redirecting. And we will never inundate you with tech speak so your eyes glaze over, and we sound cool. Nor will we leave you to your own devices to navigate the digital landscape alone.

Want to learn more? Give us a call at 410-296-0800 or contact us online and share your website challenges with us.

3 Reasons to Think Twice Before Cutting Corners on Your Website

With the proliferation of DIY website builder tools and “fast and cheap” web development solutions, it’s perfectly reasonable for brands to wonder why they should invest in an agency-built website instead.

For starters, having a full-service ad agency handle your entire website development project saves you a ton of time and headaches. Plus, an agency has the expertise—and the accountability—to handle all the technological hiccups that are a normal (but frustrating) part of the web development process.

But that’s not all. Here are 3 more reasons why you should think twice before cutting corners on one of your most valuable marketing assets.

1. Your Website Should Protect Your Brand

DIY and “fast and cheap” solutions traditionally rely on design templates to get your job done. The result: a cookie-cutter website that probably looks and sounds like a lot of other websites in your industry.

An integrated advertising agency like Devaney & Associates is different. Our team of designers and writers create custom websites and content for every client. No two sites are alike. Each is a reflection of the client’s unique brand look, voice, and positioning.

When you consider how many consumers rely on the Internet to inform their purchasing decisions, that level of website customization is essential to making your brand stand out from the competition.

2. Your Website Should Be a Strategic Engine

DIY and “fast and cheap” solutions may give you a nice looking site. But how hard is your site working?

A marketing agency like Devaney & Associates reframes the website development process as a strategic marketing process. Our goal is to make sure your site isn’t just an online brochure—but a marketing tool that helps you convert visitors into leads and customers.

And—as any marketing agency will tell you—the “if you build it, they will come” philosophy doesn’t work with websites. Having a full-service marketing partner like Devaney & Associates gives you a comprehensive strategy for getting traffic to your website, converting the traffic into customers, and retaining those customers after the initial transaction.

3. Your Website Should Always Feel Fresh

You know those super-outdated magazines in your dentist’s waiting room? An outdated website has the same depressing feel for your visitors.

Fresh content, such as regular blog posts and newsroom updates, tells your visitors that your brand is dynamic and open for business. Just as importantly, fresh content tends to get a higher ranking in search engines like Google, especially on topics that are frequently evolving.

“But who has time to constantly update their site,” you ask? A marketing agency does. At Devaney & Associates, we take the burden of website maintenance and content creation off our clients’ shoulders. We plan content schedules, draft content that’s optimized, shareable, and easy to repurpose across all your digital channels, and execute strategies to drive people to your new content.

Is your website working hard enough?

In addition to website development, Devaney & Associates offers website audits, refreshes, content management support, and more. Contact us today to learn how we can achieve your marketing goals!