Behind the Build: How a Redesign Enabled a B2B Company to Serve Its Customers in a Better Way
B2B technology companies face ongoing pressure to ensure their website captures a compelling reflection of their business. Along with expressing who you are, your website’s content and design must be flexible enough to support multiple buyer personas.
However, if your company also offers products directly to consumers, you face an additional challenge to ensure users find what they need. The largest rental service for electronic test equipment in North America, TRS-RenTelco has provided customers with the specialized technology they need for more than 45 years. But the company’s website was starting to lag behind the cutting-edge nature of its products.
The site’s navigation was confusing, and the search functionality didn’t capture the breadth of all the company offered. The overall design also lacked branding, and the e-commerce portion did not consistently reflect the details of the company’s inventory.
With a new distribution channel launching in 2022, TRS-RenTelco came to us for a modernized, user-friendly site that would set it apart from competitors. Plus, the site needed to reflect a level of customer service and expertise that remained elemental to its success.
Effective Branding and UX Design Sets You Apart from Competitors
TRS-RenTelco was in need of a website more aligned with who they are, one that closed the gap between what customers were looking for and what the site had to offer. Through our Velocity Workshop, we ensured both sides of the project are in alignment with what lies between the project’s estimated goals and its execution.
With 5,000 models of electronic test equipment for rent or purchase, TRS-RenTelco needed a site that captured the breadth of its inventory. Just as importantly, the site needed to create an experience that functioned in a way that was as world class as its offerings.
In the UX stage, we recommended a streamlined site structure to break the navigation into more intuitive categories. Along with expressing the company’s value proposition, the site also includes sections dedicated to products, manufacturers, services, solutions, and customer resources with clear narratives for each.
Motion Graphics and Refined Visuals Elevate the Brand Experience
Our design recommendations refined the TRS-RenTelco brand with responsive page layouts to support every platform customers may choose. The new site integrates photography to reflect the brand’s target audience as well as a custom color palette to create a more elevated look.
We also created versions of the company logo suitable for social media platforms. Plus, custom icons and background patterns further create a more lively presentation for the brand.
On the homepage, we incorporated motion graphics as the main image to create a more engaging experience for users. The company wanted to leverage a preexisting corporate video to augment its site. We created a more condensed version of the video to deliver an eye-catching focal point for users without sacrificing the site’s load times or its usability.
Replatforming for Stronger Site Search and Functionality
The redesigned site for TRS-RenTelco needed to incorporate content from multiple databases while supporting direct sales and rentals to customers. We recommended Drupal as the company’s CMS for its powerful ability to support custom integrations and along with an open-source ecommerce platform, nopCommerce.
We created user journeys mapping connections between the new Drupal Site with TRS-RenTelco’s content delivery network (CDN). Plus, API integrations delivered ecommerce functionality to the site’s product pages as well as sections broken out by category, manufacturers, and deals.
Database Integrations Streamline Product Offerings
The site needed a smarter search with results that were consistent with the company’s offerings and user expectations. To achieve this, we also redesigned the site’s ecommerce pages, which allow TRS-RenTelco’s customers to directly buy or lease the tools they need.
With Drupal’s capacity for custom integrations, the company can now more easily update its offerings and clearly express the specifics behind its products. But the site’s capacity to deliver a more satisfying and informed experience for customers did not stop there.
Enhanced Customer Engagement Through Interactive Features
TRS-RenTelco’s business is driven by enabling customers to acquire and manage the tools they need to get their work done. The company’s vast inventory allows their clients to rent, lease or buy equipment in whatever structure works best for their needs. But how do customers know which choice is right for their company?
With decades of expertise in the industry, TRS-RenTelco is an ideal advisor for such a pivotal decision. The site offers a wealth of information, but an interactive feature would allow the company to answer user questions while creating a more engaging experience.
An interactive calculator enables TRS-RenTelco prospects to determine the cost of ownership of the equipment they offer. By allowing users to enter fields such as list price, lease terms, and other costs, the site provides a vital tool for decision-makers to evaluate the right choice for their business.
A Website Redesign Can Draw a Clearer Connection with Your Customers (results)
Ultimately, your company’s website faces an uphill task when it comes to capturing all the reasons you are the right choice to resolve your customer’s problem. However, by applying the right mix of design and technology, your company will find a way to level the playing field for your business. If you’re ready to build a site that works for your customers, we should talk.
