Client case
Conversion-focused and inspiring website for Fasticon
The assignment
Guiding words from the brief
- Knowledgeable
- Trustworthy
- Inviting
- At the forefront
- Professional
How we went about it
In an initial workshop where we defined goals and expectations, we jointly established a direction for the project. Based on a UX review of the existing website together with the client's thorough preparatory work, we identified hurdles and areas for improvement. This resulted in us developing the UX and design for selected key views. In ongoing alignment meetings, where we reviewed wireframes and design, we ensured that we met the client's expectations and the established goals.
Objectives
- Focus on conversion
- Encourage customers to make contact
- Encourage candidates to apply for a job
- Encourage visitors to book a training course
- Collect contact information for further follow-up
- Simplify for editors
- Build the brand
The result
Improved SEO, structure and conversion
With improved SEO and clear calls to action we have focused on improving conversion. By reusing components and refining terminology and tone in texts, headings and calls to action, we have made it easy for users to find the right information. Based on the client's own navigation proposals we developed a logical structure where pages have been merged and new ones added – all to make things as clear and simple as possible for the user.
Optimized and packaged key views
We have optimized key views to increase conversion and to strengthen the company's employer brand (employer branding). The service pages present the offerings more clearly on the new site. We have also optimized the job pages to make potential employees and consultants like them and want to apply to Fasticon.
Strengthen the brand and build credibility
To strengthen the brand and build credibility, expertise is highlighted in inspiring and knowledge-building articles. We made sure to include paths forward to avoid dead ends. Clear sections were designed with USPs that summarize what makes Fasticon unique and why you should choose them as a provider. Icons, pictograms and quick facts about the company package valuable information in a way that is easy for the user to scan. Various testimonial components where customers, course participants or employees get to speak are another effective way we have been able to build credibility.
Forms and lead generation
The client wanted a new form. The form should be more tailored to needs while being guiding and helpful. The fields we wanted to collect, such as name, email and mobile number, were woven into the wording to feel more personal. To guide the user to the right kind of help, the user can choose an area for what their inquiry concerns. The form is designed to be reusable across several different pages, while it can be varied using different background colors to create the right kind of dynamics on the given page.
Design
The guiding words of being perceived as knowledgeable, trustworthy, inviting, professional and at the forefront are reflected in the new design.
We made adjustments across several parts of the graphic expression to even better reflect the brand's core values on a guiding and easily accessible website.
A new primary typeface was chosen to provide even better readability across all platforms. For the same reason, the use of headings and text in uppercase has been reduced. In selected parts of the website we let the main headline take up large space, creating dynamism in the typography.
The new color palette has been complemented with sober and sophisticated tones of green and blue to convey calm and security. They also create a pleasing harmony together with the strong red brand color. A number of pictograms have been developed, along with guidance for selecting photos and images.
Graphic manual
As a complement to the project, we were also commissioned to compile a graphic manual with the new design elements. We also created backgrounds for video meetings, various templates for, e.g., PowerPoint, as well as sender profiles for social media.
About Fasticon
Fasticon is a specialist in competence provision for the built environment sector. They help their clients strengthen their organizations by attracting, developing and retaining the right skills. They do this by training, recruiting and providing professionals who contribute to value-creating community development. Clients are located across Sweden and we operate from offices in Stockholm, Gothenburg and Malmö. Educational activities are run under the brands STF Ingenjörsutbildning and BFAB. Fasticon has three business areas: Staffing, Recruitment and Education.
