Level Level - Full Service WordPress Agency

BACKGROUND

Introduce your business and what you do there.

Cardano is a midsized business in The Netherlands. It operates as a risk and investment manager for pension funds. We provide financial advice, and we invest assets for pension funds. We also have a UK division, which is slightly bigger. We have 350 people in total. I’m a marketing manager for the company, and I led the project with Level Level.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Level Level?

We were migrating the site used for both our locations from Sitecore to WordPress. 

The backend we had was impossible to work with. It was way too complicated to change anything or maintain the site. Every new page would take 2–3 days to make because they needed to check and see if what they did would work.

We had a few challenges on the frontend as well. The Sitecore site was so complicated that, when we made a simple change in one place, it could have unexpected consequences in another one. Every time we published something, we were hoping that it wouldn’t cause another problem on the frontend.

Also, when we tried to fix it, we found that the cost of the improvement would be really high with Sitecore. So, we wanted to relocate all the content to WordPress.

SOLUTION

What was the scope of their involvement?

We started from scratch. Level Level rebuilt our website in WordPress in the same style as the existing Sitecore one. They also made a lot of improvements on the frontend. 

This was not only a site migration, but we also worked on improvements and site stability. For instance, the team created new features and integrations and improved UI/UX. 

What is the team composition?

Originally, there were around five people dedicated to us, including a graphic designer, a UX designer, a backend developer, a frontend developer, and an account manager. The owner was very involved as well.

After launching the website, we started using a project manager. Now, the team size is around 4–5 people. We work with different specialists based on the requests we have. Currently, we have a UX designer, a backend developer, and a graphic designer. We make monthly improvements on the website.

How did you come to work with Level Level?

We ran an official pitching procedure, and we selected a couple of agencies in London and The Netherlands. 

One of the agencies that answered our pitch was a partner of Level Level. They proposed to do the UX design and research and then have Level Level simply implement it. They started doing research and UX. However, we realized they wouldn’t be a good fit and stopped the project.

We wanted someone agile that could solve problems. We didn’t want it to be a huge, complicated project. We wanted someone with a hands-on mentality to provide a solution. We’d been suffering from Sitecore for three years, and we wanted to see results.

So, we reevaluated the agencies we reviewed during the pitch process. Level Level seemed to be the best fit, both in terms of working together and their knowledge. Level Level had another chance to pitch, and they won it. 

How much have you invested with them?

We’ve built two sites with them. One was approximately €35,000 (approximately $39,000 USD), and the other was €50,000 (approximately $55,000 USD).

What is the status of this engagement?

We started working with Level Level in December 2018, and the site launched in March 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They took the idea of the old site, copied it, and made it 10 times better. The website has launched in two environments.

With the site created by Level Level, the maintenance takes 15 minutes and we’re done. Everything is clear, and we know how the backend works. The cost of site improvements has fallen three-or fourfold. 

We’ve seen a growth of 500 visitors since the launch. The number of visitors attracted has improved due to our new ability to do SEO. We have a very specific, niche business, so our stable core between the two sites is 1,500–2,000 visitors per month. Before we used to have 1,000–1,500, so It’s a huge improvement for us.

Also, we can implement our marketing automation tools better now. We’ve connected it to HubSpot so we can get data on engagement with our content. All in all, we’ve seen more traffic and engagement with our content since the site was migrated. Our company can use online leads for offline conversion, so we needed the engagement. 

How did Level Level perform from a project management standpoint?

I’d give them a 9/10 for project management.  Our project manager for the integration made very clear rules. They had clear procedures, and everything was prioritized based on an Asana backlog. We had weekly standups and monthly briefs and debriefs. Right now, we have monthly support calls and weekly standups for further improvements on the website.

There were a couple of urgencies during the project. Our IT facilities were moving to other servers at the same time, which wasn’t in Level Level’s scope.

Because we were also launching the site, they provided help with the migration. We had some server trouble during that migration. Even though the problem wasn’t theirs, they worked during the night to try and fix it. They have very good project and crisis management as well as clear communication. 

What did you find most impressive about them?

It’s their flexibility and ability to think from the client’s perspective. Level Level was able to step into our shoes and understand us in order to see our goals and challenges. We want them to be a part of us, instead of the other way around. 

We had many, many technical challenges, and they always found a way to overcome them. They never said it’s not their problem or it’s not in the scope of the contract. If there was a problem, they fixed it. 

Also, they look at everything from the customer’s point of view. They have a customer-oriented, problem-solving attitude. They’re helpful and very responsive. If we call them in the middle of the night, they’ll fix it. I haven’t seen many agencies with that attitude. 

Are there any areas they could improve?

They could make it clearer what type of services and processes they have. Everyone is shopping around, and they could communicate their propositions more clearly.

We’ve had to ask at times whether they can alter something, or whether we should find someone else for that part of the work. We’d appreciate getting more consultation from them on newer technologies we could use, looking further than today’s problems. It would be great if they prepared clients for the future.

Do you have any advice for future clients of theirs?
In order to understand how much value Level Level offers, clients need to have a pitch with other agencies. Only then will they appreciate how much value they provide. Basically, look around and you’ll find value Level Level.

Face-to-face communication is the best, so, the client should visit them at their office and check whether their attitudes are a fit. For challenging projects, the mentality of the agency is more important than all the qualifications they have. Because, if their mentality is right they will find out how to fix the problem. If it’s wrong, then, no matter how many clever people they have, it won’t take off.  

BACKGROUND

Introduce your business and what you do there.

I’m the e-commerce manager at a company that sells and distributes plastic sheets. I organize online stores and manage development. I also work with translation and servers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Level Level?

We wanted to make the company run more efficiently by building new tools.

SOLUTION

What was the scope of their involvement?

Level Level helped us build an offer tool that calculates order size and discounts automatically, rather than by hand. They also developed a new look and feel for the website and sped up the order process. Their team constructed a system that connects all our shops and allows us to handle new batches of orders automatically via iPad. This was to replace our system of spreadsheet downloads.

What is the team composition?

We worked with four developers and one project manager.

How did you come to work with Level Level?

Our old developer stopped working with us. We were referred to Level Level by our payments provider and hosting provider. I planned a meeting with Level Level to discuss the project further. We liked them and signed an agreement.

What is the status of this engagement?

We started working with them in September 2017. The work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Overall, Level Level’s work has made our business and workflow more efficient. Our employees are no longer busy with spreadsheets and can focus on other areas. The order process once took 20 minutes, but now it’s down to two minutes. The website has been completely redesigned and looks good.

How did Level Level perform from a project management standpoint?

Project management and task assignment are handled in Asana. Most general communication is done in Asana. In the big picture, we have a weekly 30-minute call. Each quarter, I meet with them in person and discuss plans for what we’re going to do and how much time they have. I use that meeting to make our schedules with manufacturers and other colleagues.

What did you find most impressive about them?

Level Level’s quality of work and idea generation are impressive. They work quicker than our old developer. They don’t just do what I ask, but they go beyond and suggest better ideas. Their team wants to know why we’re doing something to find the optimal path.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

You should tell Level Level your ideas and goals prior to development.

BACKGROUND

Could you provide a brief description of your organization?

Eurofiber is a leading provider of telecommunications network infrastructure. We have a nationwide network in the Netherlands with fiber optic, broadband connections to large enterprises, government, banks, and so on.

What is your position?

I'm a senior marketer.

OPPORTUNITY / CHALLENGE

Could you describe the business challenges you were attempting to address when you first approached Level Level?

It was before I joined Eurofiber, actually. The things I've read, and the things people told me were mainly around reaching out to various market segments effectively and beginning to interact with them. Not to close deals, but to fill the sales funnel and to give people lots of structured information about the things Eurofiber can help them with on the network. We had a website beforehand that just wasn't meeting our needs, so replacing it became a priority.

SOLUTION

Could you describe the scope of work delivered during the course of this engagement?

They handled the complete WordPress implementation. They came in to collect our user requirements and to define the scope of work that would be necessary for the full deployment. It was a very collaborative process. They delivered us the wireframes and template designs, which we vetted and provided feedback on. Once we had a definitive look in mind, they went through the development side with us. We had some pretty considerable customizations that needed to be implemented, which we thought was going to be fairly expensive. However, they found a workaround with a few preexisting modules. That was a huge plus. They did all of the backend development and migrated our content to the new site, with our supervision. Once that was done, they integrated our database and configured our hosting arrangement. They tested all of our components before launch and they continue to provide support if and when we need it.

Had you selected WordPress as your preferred content management system before approaching Level Level?

Yes. We did that internally. We discussed our various options and determined that open source would be the way to go. We did some research into the various platforms out there, and we felt like WordPress would be the way to go because of its flexibility and ease of use for non-technical people. Everything we'd read indicated that it was a very scalable solution, too. In addition to that, some of our staff had experience working with WordPress already, which was great.

Could you provide a general cost estimate for this particular project?

It cost somewhere between $30,000 and $40,000.

When was the site launched?

2010 or 2011.

RESULTS & FEEDBACK

In terms of results, could you share any statistics, metrics, or user feedback you've received that would demonstrate the effectiveness of their work?

There was a website in place before they stepped in and initiated the project. I'm not positive, but I believe that site was generating somewhere around 15,000 to 20,000 unique visitors a year [between 2008 and 2009]. We've seen a considerable uptick since launch. We're now looking at 60,000 unique visitors a year, with a conversion of around 2 percent. That's pretty significant for us.  

When working with Level Level, is there anything you'd consider unique about their approach or development methodology that distinguishes them from other vendors?

They're located in Rotterdam [in the Netherlands], which is a harbor city, and people are known for their way of doing things. They have a mentality that translated to "roll up your sleeves and get it done." They combine that work ethic with a deep knowledge of WordPress, HTML, Web design, UI/UX [user interface/user experience] and strategy. The results are fantastic. They can really drive value for their clients, and there's no fooling around. Everything is down clean and meticulously.

BACKGROUND

Could you provide a brief description of your company?

We represent about 400 shipyards and maritime suppliers. That means we have some special needs concerning our website because we're not the average company providing information on products they sell. We instead have a network of members and we provide with information and organize all sorts of events [and- projects.

What is your position?

I'm the communications advisor. I'm responsible for all communications and PR [public relations] initiatives.

OPPORTUNITY / CHALLENGE

Could you describe the business challenge that you were attempting to address when you first approached Level Level?

We were originally a composition of several different organizations, each with their own primary site and brand. Everything we did was rather fragmented, and maintaining synergy across them was very difficult. We were really looking to consolidate all of these Web properties into one unified site with a single brand identity. Last year, we began the process of consolidating our Web properties.  

We had five separate sites to integrate into one. As a communications adviser, it was really difficult because you had to put projects online on different websites, so it was very inefficient. We wanted to streamline our process and we knew the best way to begin was to transfer all of our processes to a single platform. We wanted administrative access to be available to our staff regardless of what particular division they belonged to.  

SOLUTION

Do you recall what platform with which you built your site?

It's a WordPress site.

Had you chosen WordPress as your preferred content management system before approaching Level Level, or were they a part of that selection process?

Well, I suppose it's actually a combination of both. We knew we really wanted to work with WordPress, because one of the companies was already using WordPress. Their website was already built in WordPress by a different developer, but they'd experienced some issues with it along the way. They discovered that their issues were not stemming from the platform, but the developer. Apparently, some of the sites hadn't been built correctly, and it was causing all kinds of havoc. At a certain point, they terminated their previous vendor and began looking for a replacement. How exactly they first discovered Level Level, I'm really unsure. I do know that Level Level was able to go in and completely overhaul and remedy the WordPress site, so we knew they had some serious expertise with the platform. When we knew we wanted to initiate this project, their name came up simply because they'd already delivered to us a viable solution. 

Could you describe the scope of this project in greater detail?

Yes, definitely, because it was such a big project, and we had to bring together several entities. When we'd successfully communicated to them all of our requirements and goals for the new site, their recommendation was to subsume all of the individual sites into a WordPress multisite, which would enable each individual site to retain some of its structure while still being encompassed and maintained by the same functional backend. This was extremely appealing to us from a business process and content development standpoint. They were responsible for the complete implementation, both design and development. They customized our modules to our exact specifications and integrated all of our various systems. They dealt with database and hosting configuration and the entire unit testing, too. They also provided administrative training to some of our key staff members. We provided guidance and direction along the way, but they were the ones responsible for the technical deployment.

RESULTS & FEEDBACK

In terms of results, could you share any statistics, metrics, or user feedback that would demonstrate the effectiveness of the work they've delivered?  

We're actually in the beta testing phase, so I can't tell you very much about it. I can only tell you that the management and my colleagues are very pleased with the project thus far.

When working with Level, Level, is there anything you'd consider unique about their approach or development methodology that distinguishes them from other vendors?

Yes, they're very flexible. I haven't encountered that very often with Web development companies. They're very eager to sit down and strategize with their clients. If you say, "Well, I want to do something new," they immediately want to help you determine a direction to explore. They'd say, "OK, we're going to do some research on this and get back to you," and not only would they come back with ideas, many of them would be areas we'd genuinely want to explore. They know how to add value to their clients' business, which is something that many vendors strive to but few can really achieve.

In retrospect, are there areas in which you think they could improve as a service provider?

Nothing really comes to mind, to be honest with you. The cooperation has been great, and we've been very satisfied with their work.

BACKGROUND

Could you provide a brief description of your organization?

I work for a Dutch bank. I’m a part of the corporate banking branch.

What is your position?

I’m a digital business developer.

OPPORTUNITY / CHALLENGE

Could you describe the business challenges you were attempting to address when you first approached Level Level?

We had a concept lying on the table and our IT [information technology] resources were insufficient at the time, so we were looking for a third party to build things for us.

SOLUTION

How did you select Level Level as your solution partner for this endeavor?

To be honest, I’m not sure how they got on our list, but I think it was through a recommendation. I know once we met them and had them show us some of their previous work, it didn’t take us long to decide to go with them. They had a pretty extensive portfolio of work, and a great track record of driving results.

Can you describe the scope of the work that they’ve delivered to you during the course of the relationship?

They’re our technology resource in the complete sense of the word. The majority of their work revolves around backend development, but they also provide design expertise, too. They deal with troubleshooting, bug fixes, updates, and ad hoc customizations to the platform. Most of their design work is strategic in nature. They provide recommendations and insights around best practices and usability.

Could you provide a sense of the size of this initiative in financial terms?

Price-wise, they’re very interesting. If I were to compare them with other firms around price and relative quality, I’m sure they’d be right up there with the best of them. At this point, we’ve spent between $75,000 and $100,000.

This relationship remains ongoing, correct?

Yes, we have about three projects running with them at the moment.

RESULTS & FEEDBACK

In terms of results, could you share any statistics, metrics, or user feedback that would demonstrate the effectiveness of the work they’ve delivered?

Our two key metrics are usability test results and the amount of organic traffic our live sites are generating from search. With respect to the first thing, our test results have always left us with a positive impression. Our sites are genuinely easy to use for our end users and rarely do they encounter technical problems when trying to accomplish tasks or search for specific information. As for our traffic, it’s been increasing steadily ever since we commissioned them. They’ve already modified the architecture of our backend and the way in which we display certain information to users. Everything is now being configured and optimized for search, based on an SEO [search engine optimization] tool they designed and implemented for us. We have an internal team that handles our digital marketing campaigns: the configurations, the management, the tracking and reporting, all of it.

When working Level Level, is there anything you’d consider unique or about their strategic approach and/or development methodology that distinguish them from other vendors?

What I like about them is how flexible and responsive they are. They also have an excellent project management approach. If I have a question or concern, I email it to them. I typically get a response within an hour, maybe two. Their approach to client relationship building is outstanding. They take the time to get a good, firm grasp on how their client runs their business, well before they begin brainstorming how to solve the various problems at hand.

In retrospect, are there areas in which you think Level Level could improve as a service provider?

If there’s one aspect that they can improve on, it’s probably the design department. Development-wise, they’re true wizards. Design-wise, they can improve, but they know that. They don’t really advertise themselves as design gurus, so it isn’t like their misleading their clients. I think they’d really benefit from the additional of more design resources on their team. It’s really to the benefit of their clients, because they wouldn’t be forced to find a separate vendor to deal with complex design work in tandem with development.

BACKGROUND

Could you briefly describe your organization?

Z24 is an online business news organization comparable on the smaller scale to business insider in the United States. It brings business news with a smile and with an upsell. It brings business news not as a burden, but more as a pleasurable leisure activity. We’re currently number two in the market for business news in Holland; established seven years ago.

What is your position?

I’m the founder and editor-in-chief.

OPPORTUNITY / CHALLENGE

Could you describe the challenges you were attempting to address when you first approached Level Level?

In the past, we’ve had a joint venture with the Scandinavian News Organization. We shared a common content management system (CMS), which was a java-based platform. It was like a slow Rolls Royce.  We wanted more flexibility than that option would allow. We therefore decided to change to a completely different CMS. Based on our past experience with proprietary solutions, we knew we wanted to go with an open source system this time.

SOLUTION

How did you select Level Level as your solution partner for this endeavor?

Firstly, we initiated a selection process for an open source CMS. We decided to go with WordPress because of its popularity among publishers like Mashable and even part of the New York Times. That was the first choice. Once we knew we wanted to go with a custom WordPress site, we began to search for specialized WordPress developers. Level Level was one of a few that we decided to contact with our statement of work. We invited each of the potential vendors to come and demonstrate some of their capabilities, and we were definitely most impressed with Level Level and their track record.

Could you describe the scope of work they’ve delivered over the course of this relationship?

We split the deployment into two distinct components, the design part and the functional part. Level Level assumed responsibility for the technical, backend development. We handled almost all of the design work in-house. They also dealt with our modifications, configurations and integrations on the backend.

Could you provide a sense of the size of this initiative in financial terms?

We’ve spent around 50,000 Euros (~ $70,000) on their services.

RESULTS & FEEDBACK

In terms of some results, could you share any statistics, metrics or user feedback you’ve received that might demonstrate the effectiveness of their work?

I think the most important one is the doubling up of our organic search traffic. That is very important for us now. It was already a substantial source of leads, but it’s even more substantial now, and that’s very important. We’ve also received great feedback from our staff members. Everyone’s been very impressed with the deployment, and the site is a far cry from what we were using beforehand.

When working with Level Level, is there anything you’d consider unique about their strategic approach and/or development methodology that distinguish them from other vendors?

The timeliness of their communication is a real differentiator. They’ve been an extremely flexible and responsive vendor.

In retrospect, are there areas you think Level Level could improve upon as a service provider?

The only area I felt they could improve was their project management approach. There were definitely times where they bit off a little more work than they could effectively chew, given the timeline constraints. It definitely slowed us down on a few occasions, but other than that, we’ve been very satisfied. We would simply suggest their project managers make more modest, or realistic, estimates for our deliverables.