What evidence can you share that demonstrates the impact of the engagement?
The homepage was very well done. The site is streamlined and easier to navigate than our initial site, which is a huge improvement. Now, our site’s users can easily go from one of our businesses to another.
I wanted to have a rolling counter on the homepage that shows how much natural gas we are processing from the midstream standpoint. This is just a visual cue to people in the industry that shows the size of our company and how much business we do. FlowState was able to set that up with minimal interaction from us, and I really like that as something that is viewer-appealing and also unique. You don’t see that with any other industry peer out there. I was trying to go for a blend of consistency with other up-to-date websites in our peer group but also ways to differentiate ourselves.
Our industry went into a very steep downturn right after we launched the website, and then with the Coronavirus, I have been really out of touch with people for the past couple of months. I haven’t gotten a lot of feedback from people outside of the company, but I know that people inside the company like the website. It is working well, and it looks beautiful.
How did FlowState Marketing perform from a project management standpoint?
I think it was great. The website overhaul was a lower priority for me; it was important, but we’re a small company that is juggling a lot of things at the same time. I found it very helpful that they were consistent on the timeline and tried to keep us on that timeline so that things didn’t slip into oblivion. In order for them to understand our industry, company, and people, we had a very interactive and verbal collaboration during the first couple of months. Once they began website design, we left comments on different layouts and the wording of various sections.
One of the interesting things about this engagement was that FlowState didn’t know much, if anything, of our industry, and we didn’t know much, if anything, of what they do. I think a testament to the success of the final product is that they do a very good job of getting up to speed internally on various industries, regardless of their existing knowledge base. Then, they manage that on their end without having to bother the industry folks with website development lingo.
What did you find most impressive about them?
The thing that impressed me was how quickly they got up to speed with our industry. I got the feeling at the beginning that they didn’t know much about the oil and gas sector. I didn’t discount them for that; in fact, that was one of the reasons that I hired them.
They did a very interesting diligence process to identify keywords and terms that they could then use to populate a very early draft. The language within that draft was almost ready to run. We were surprised by that; we expected to have to coach them and go through several iterations to get them up to speed, but there was not much coaching needed.
Are there any areas they could improve?
No, I had a very good experience with them.
Do you have any advice for potential customers?
The advice I would give is to trust their ability to understand the business and also stick to the timeline you set. I think timelines are very important to them, and I can understand why. When you are in the thick of it, you can move much more efficiently toward each successive step because you are in the sphere of understanding the industry, business, and company. What you don’t want to have is a three- or six-month lapse, because then, you have to relearn a lot of that stuff. Make sure you honor the timelines, as FlowState can be very insistent about them. If you do, which we did, you will get a very nice product out of them.