Building a holistic strategy for a legacy architecture firm

Client Consultation

In collaborative discussions with Jonathon, the team and I gained a better understanding of the company's mission, culture, core client (customer) personas, and business goals.

The clients’ primary goals were:

1. Modernize and humanize their brand for a new era of growth, bolstering brand awareness and equity.

2. Capture new client leads through organic discovery, engaging content, and an optimized lead capture form.

3. Make the website scalable, allowing for continuous optimizations and additions of new blog and project content.

Research & Discovery

I reviewed all available performance analytics and conducted market, consumer, and competitive research, while our Developer conducted a technical assessment, and our UI/UX Designer conducted competitor research for navigational and design opportunities.

Insights-Driven Strategy

Our content, design, and information architecture strategy were informed by insights from the Discovery phase and a deep understanding of the client’s core service offering and business goals. Awards and testimonials were incorporated throughout the site to communicate trust and social proof, and to boost discovery in AI-driven search.

Choosing a Tech Stack that Empowers the Client

Because the client wanted to maintain their own website content following launch, we recommended a custom WordPress solution, and the client agreed. We worked with the client on transitioning their previous “Blog” to “Field Notes”, which positions them as a thought-leader, giving an “inside look” into their architectural process and projects.

The WordPress site also utilized a mobile-first design and highly stylized imagery (and video) that differentiated Troyer from its competitors.

Accessibility as an Amplifier

The website was fully ADA-compliant, which ensured accessibility, improved search and user experience, and importantly aligned with Troyer’s brand values.