Opening digital doors.
Lotus Doors wanted to take its new branding digital with a fresh website for the ANZ business. The content had to position the brand as market leaders, while the functionality had to work for multiple audiences – we’re talking Building Information Modelling (BIM) managers, Architects, Specifiers, Builders and Facility Managers (FM) – both existing and potential.
PIER got behind closed doors with a range of potential website users. Facilitating focus groups and workshops with key stakeholders at Lotus Doors allowed PIER to nut out what the business needed in its website functionality.
Who for
Lotus Doors
What we did
Market research
Website
Copywriting
SEO
Industry sector
By carrying out interviews with a number of BIM managers, PIER gained valuable insight into their problems and identified – in their view – what features make a good website great. This informed the user experience (UX design) of the website.
From here an informed sitemap, including detailed wireframes with page layouts, structures and navigation, was created. PIER’s research findings led to the inclusion of a product finder, tech bulletin and knowledge centre. Next stop was content that spoke to the audiences in their language, all key word researched and optimised for SEO, naturally.
“We were thrilled with the detailed steps PIER took to ensure all aspects of the website were optimised, and their additional ideas and recommendations impressed us. We now have a strong, customer-centric digital presence; a huge support to our marketing initiatives.”
– Kate Hartigan, Head of Marketing & Customer Solutions at Lotus Doors
