Lform Design

BACKGROUND

Introduce your business and what you do there. 

I am the IT Director at AAA Innovations, a promotional products company. We cater primarily to the ASI industry. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lform Design?

We wanted to completely redesign our website to give it a more modern feel while maintaining its functionality.

SOLUTION

What was the scope of their involvement?

Lform Design developed a new website for us from scratch. They took ownership of all of the technical aspects of the project. One of the main features they provided was connecting our site to NetSuite. The new site also gives customers the ability to view inventory and mock-up virtual samples. 

What is the team composition? 

We worked with a team of five or six people from Lform Design including a programmer and project manager. 

How did you come to work with Lform Design?

One of our team members recommended we look into them. We looked at six other companies, but Lform Design was the best fit for us. 

What is the status of this engagement?

We began the project in January 2019 and launched the site in November. 

RESULTS & FEEDBACK

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

While the website is live, their team is still working with us on website updates. Our customers are really happy with the new website which is what is most important to us. There’s been an increase in users signing up for accounts on the site and we’ve had increased views. 

How did Lform Design perform from a project management standpoint?

They performed very well. Their team is good at following up, meeting deadlines and is task-oriented. In fact, they pushed to set deadlines more so than we did. The project was time-sensitive, but we didn’t think we needed specific due dates. However, they still set up a schedule for themselves and followed through. 

What did you find most impressive about them? 

They’re on the ball. They understood our company and were very engaged. 

Are there any areas they could improve? 

No, I can’t think of anything bad to say. 

Do you have any advice for potential customers? 

Take the time to talk to them and give them as much information about your business as possible. Strong communication was very helpful in our project. 

BACKGROUND

Introduce your business and what you do there.

I work in inside sales and marketing for a lumber company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lform Design?

Our previous website was archaic, and we couldn't update it ourselves; it wasn't aesthetically-pleasing or user-friendly for someone unfamiliar with code, so we began searching for a developer who could give us a bigger internet presence, make a better-looking site, and build the site in a way that we could make changes in the future.

We were also in the process of combining three businesses into one, so the new partner would be replacing the previous web design firm.

SOLUTION

What was the scope of their involvement?

Lform created a master sheet that outlined the major steps we needed to accomplish. Together, we picked out colors and templates for the website and worked on copy. We collaborated extensively, with me providing lots of information and vendor logos so Lform could design the exact site we wanted. The previous version was incredibly basic, so Lform had quite a bit of work to do.

They built a contact form, so people can now come to our site and fill out what kind of business owner they are (commercial, residential construction, etc.) so it’s easier and quicker for us to get a hold of them.

We have a page with pictures of projects our customers have done so prospective clients can see our material in action. Lform had the idea of putting a video on our landing page to make it more engaging and captivating.

One of the most important components was the backend they implemented on the WordPress site. It gives me full admin access, so I can make changes without having to do any code. Lform also integrated our social media and blog onto the home page. They integrated SEO keywords into our copy and taught me how to do that, but we didn’t pay them to actively work on SEO.

What is the team composition?

We had a project manager, copy writer, backend specialist, graphic designer, and two coders.

We became acquainted with everyone on the team, so I could talk to any of them whenever I needed help with a specific task. They all attended meetings for the most part, and I usually had daily contact with the project manager.

How did you come to work with Lform Design?

I found them on Google. I interviewed a few other companies, but Lform was fairly priced, local, and spent a lot of time with us writing proposals. Before even hiring them, they met with us several times to make sure they understood our needs that were frequently changing. They didn’t seem to have a problem with that, which was refreshing and much needed.

Other companies were either poor-quality or too expensive, and Lform fit our budget and plans. They even prepared various different proposals, presented to us (on their time), and gave us a good feeling, so we hired them.

How much have you invested with them?

We probably spent around $40,000.

What is the status of this engagement?

We officially began working together in January 2017, and the site launched in October.

RESULTS & FEEDBACK

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

It hasn’t been long enough to have detailed metrics, but we’ve definitely had more site traffic and leads through our contact form. I'm the only one who maintains the site right now, and I love using it. It’s simple to navigate and easy to understand. Customers also seem to like the organized layout and that the new site provides them with much more information than the old one.

How did Lform Design perform from a project management standpoint?

Lform was efficient, easy to reach, and kept me informed at all times. I had all the team members’ phone numbers, so I could text any of them and get a response almost immediately.

What did you find most impressive about them?

We don’t have much technology experience, but Lform was able to work wonders. We had a basic vision for our site, and Lform turned it into something incredible and easy to use.

Are there any areas they could improve?

No, they did great.

Do you have any advice for future clients of theirs?

For a small business like ours, do your website dev in the slow season if you don’t have someone solely dedicated to it. It can take a while to finish, and if you’re busy with other things, you won’t be able to utilize Lform to the best of their abilities.

BACKGROUND

Introduce your business and what you do there.

I'm the director of product marketing for Kinetek Consulting. We are a Deltek and IBM business partner that specializes in delivering solutions that empower people to make decisions that maximize performance. We specialize in transforming corporate data into actionable information through proven performance management consulting, training services, and technologies

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lform Design?

When I started my position in 2012, our platform essentially looked like a dentist's office website from 1994. It was poorly put together and hosted on Go Daddy. We hired Lform Design to build out a completely new platform that would bring us into the 21st century. In addition, we needed support with our SEO efforts.

SOLUTION

What was the scope of their involvement?

Lform Design built a new website that not only capture leads and information, but also offers our clients live downloads including white papers and videos. Their regeneration helped us created an upholstered online presence. Our current site is in its third redesign. Several of our efforts have focused on revamping our homepage for SEO purposes. They put together a video to replace static pictures, and fully implemented a blog and rolling Twitter feed. Just recently, we added a success stories page. Bits and pieces of our site are designed in Photoshop. We've been making constant updates and adding new features to stay current with trends and push customers through our sales cycle.

We've purchased a new CRM system through Lform Design that’s worked really well for us. We'd been using Salesforce, which was way too powerful of a tool. They suggested that SharpSpring would be more of a personal fit for us. It handles our full ERP, CRM, and email marketing. It's also tied into our website, and shows which pages the previous leads in our CRM visit on our site. Our Twitter and LinkedIn pages are now integrated into one central hub. They helped us get in as early adopters, so we have a locked-in, fixed price for eternity. The price has increased dramatically since, so that's helped us out crucially.

What is the team composition?

We usually worked with three to five team members from Lform Design. Our point of contact depended on the project stage. I worked most closely with Charles Punchatz, a full stack developer, a few of the designers, and occasionally the owner, Ian Loew. Although I’ve never met the owner face to face, I feel a strong rapport with him when we speak.

How did you come to work with Lform Design?

My boss, who is from New Jersey, hired them based on a friend’s word-of-mouth recommendation. Their price point was lower than the other considered vendor’s, as well. Once we began work together, they hit our project out of the park. We've stuck with them ever since.

How much have you invested with them?

We've spent $10,000 over five years of working together.

What is the status of this engagement?

They started in 2012, and we've continually updated our site from one form to another, adding features to it piece by piece.

RESULTS & FEEDBACK

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

Many of our leads now come from the contact form they added to our website. Through the CRM and email marketing tool they gave us, we've run several successful email campaigns. Integrating our social media and blog into one platform has been a big win for us. It’s much better than having 10 platforms all running different functions. Recently, we won a significant contract and beat out two of our biggest competitors. The contacted lead came through the new website.

Their SEO efforts have seen a marked improvement in our page ranking. Our site was on the second page of Google before we began our engagement, and we’re currently listed as the first result. Our site was originally KinetekConsulting.com, and they helped us repurchase the domain name Kinetek.com. This purchase boosted our rankings even further. Since I obtain a lot of graphic design for our company and as a side business, I was very particular about what I wanted. They were able to address all my demands and needs for the actual website in the field and the user interface.

How did Lform Design perform from a project management standpoint?

We held weekly or even biweekly calls, and touched base via email, phone, and Skype. After we were first introduced, I did my due diligence to clearly define and convey our goals. During the second iteration of our site. I literally drew what I wanted with a pen and paper, sent it over, and asked the owner of Lform Design to make it a reality. Typically, we discussed whether or not to make any design changes before moving forward. They even talked me out of ideas that were misguided from that perspective. They were very good about listening to all my points and executing my requests.

What did you find most impressive about them?

Critically, their ability to judge trends helps us keep up with the competition. They've pushed us in the right direction to be a top competitor in our marketplace, and we've stayed ahead of the curve ever since. Efficiency is their greatest strength. Fixes were completed in 24 to 48 hours, and they don't charge me an hour of work for something that takes them ten seconds. They've been an awesome and consistent source of help.

Do you have any advice for potential customers?

Approach your project with an open mind. You should know what you want, but give them a blank canvas to work with. They will steer you towards the right decisions to put your business in the forefront of where it needs to be.

BACKGROUND

Introduce your business and what you do there.

I work for First Continental International, which is a chemical sourcing company that supplies raw materials to manufacturers primarily in the United States and Canada.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lform Design?

We were looking to develop, design, and upgrade our website to modernize its appearance and better connect with our customers online in addition to recreating the branding of our logo.

SOLUTION

What was the scope of their involvement?

Our previous website was designed about 15 years ago, so we reached out to Lform to redesign our site. Our goals included: advertising ourselves better through our online model, appearing on Google Search results, and increasing our business through a modernized website. During our initial meeting, we discussed our goals for the new site and logo, and we laid out our full timeline and work process. We then began work on our logo and branding. They came up with two logo ideas, and we picked our favorite option and refined it.

Next, we started work on the site and discussed the types of web pages we wanted and how we wanted our information displayed. They designed the site, and after some back and forth we completed the final product. Some important features they developed include a contact form and a search function. Users can fill out the form to place inquiries about multiple products. We used their copywriting services to review and edit our content. They also helped us highlight our visual content and site imagery through their designs. They delivered a well-designed site that was mobile, desktop, and tablet friendly.

What is the team composition?

We worked directly with about five people from their team. We worked and communicated with Ian (Owner, Creative Director, and Project Manager, Lform Design). Jeff (Art Director, Lform Design) helped us design the aesthetics of the website and the logo. Charles (Web Developer, Lform Design) handled site programming and helped us with site forms and web page configuration. Lyndsay (Creative Content Writer, Lform Design) reviewed and edited our content, and Raj (Media Manager and Quality Assurance Specialist, Lform Design) trained us on how to use the backend software for updating the website and helped us integrate and select pictures for the site.

How did you come to work with Lform Design?

We looked at about eight web designers that specialized in site development for businesses, and seriously considered three of them. We wanted to hire a local firm, so we could coordinate closely. We found Lform through a Google search. They had positive online reviews with multiple five-star ratings.

They seemed more knowledgeable than the other web designers we met with. Ian was transparent and honest about their pricing structure and the types of considerations they take when building a website. It was clear that they were trying to educate us on their product and services, so we could make a good decision. We felt they were trustworthy, and there was no contest when it came to choosing them.

What is the status of this engagement?

We started working together in August 2017, and we finished working together after the site launched in December 2017.

RESULTS & FEEDBACK

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

We have analytical software built into the site, which allows us to monitor site visits. It's difficult to measure the full extent of their impact because we didn't have analytical software built into our old site, but we're very happy with our results. We have considerable online traffic and based on the types of pages visited, it's obvious users are finding us through Google search engines.

We can also tell from the inquiries submitted through our site that we've actually re-established contact with previous customers. We have had a noticeable uptick in potential candidates that have stopped by our booth at college career fairs, which we attribute to our new branding, more attractive logo, and improved site. Overall, we would label their work a success.

How did Lform Design perform from a project management standpoint?

We would communicate on average once a week, and we would have a meeting once a month. They were very responsive, and any suggested change was implemented exactly as requested. They did a great job delivering what we needed, and the expectations that were set at our first meeting such as our project timeline were met. They did an excellent job from a project management standpoint, and our work process was organized and straightforward.

What did you find most impressive about them?

They are extremely personable, which separates them from other web designers. They took the project on and showed that they cared about it as much as we did. They didn’t treat us like a client but like a friend. They took the time to learn about our company during our initial meetings by asking us questions about our services and business culture in order to better develop our logo and site. They were creative when redesigning the site, but they made sure it still worked for our business model.

Are there any areas they could improve?

We had a good experience working with them. There may have been room for improvement if our project had been more advanced, but I can’t specifically think of anything to change.

Do you have any advice for potential customers?

My advice is to prepare ahead of time. Get an idea of what you are looking for and set goals for yourself. They have different site design packages and options, so it would be most cost-effective to lay out all your plans and specifications before starting any work. We were very happy with their work and were able to have productive initial meetings, which is what I hope everybody experiences.

BACKGROUND

Introduce your business and what you do there.

I am one of the owners and principals of a real-estate-focused software consulting firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with LForm Design?

We were looking to rebrand. We essentially wanted to take our old and tired brand, which was initially conceived around 1999, revamp it, and then come up with a refreshed and redesigned web presence as well as a solidified marketing program.

SOLUTION

What was the scope of their involvement?

We started off with the design and rebranding, which included the conceptualization of the new logo, design, colors, etc. LForm walked us through that process from start to finish. We had some specifics regarding where we would market our services, such as online and at trade shows and via print materials, giveaways, etc. We wanted to have a solid understanding of how the branding would come across in different venues and on different materials — in black and white and printed small on a pen versus in color and displayed largely on a website, for example. That helped us get to our ultimate design, which we wanted to keep true to our original logo so people could still associate it with our brand. When we went through this process, we tried to modernize our logo as much as possible. People knew our company name and what we did at this point, and we didn't feel like we needed a tagline incorporated into the logo anymore. So, we removed it at Lform’s suggestion and achieved a very nice, clean and modern look.

The second part of the process was building the website and developing the marketing materials. We wanted to carry over some of the content from the old website and refresh a lot of the other material. LForm helped us get that together. We took inspiration from our peers, firms similar to ours, and consulting firms outside of our industry, and fit it into the needs of our website, which LForm developed using HubSpot as the underlying content management and full marketing system. LForm also helped us put together an SEO [search engine optimization] and content development program.

How did you come to work with LForm Design?

I think we selected LForm from a list of three or four agencies. We had a long list to start with, and we looked for people that fit our culture, understood what we were trying to do, and were able to understand our industry. Few agencies had worked directly in our industry or for our competitors, so we were looking for broad experience. We also were looking to bring design expertise, web development, etc., all under one umbrella, so we ended up looking more toward agencies that would do multiple things. We also wanted an agency that wanted to work with us for an extended period of time.

How much have you invested with LForm Design?

I think we’ve probably spent around $200,000.

What is the status of this engagement?

I think we started working with LForm in 2015, and our relationship is ongoing. They do our content marketing, which I think has been the most significant change for us. They are experts who are able to take what we learn from our various client engagements and conferences, put a little polish on it, and present it to the mass market. We also have them develop e-books, graphics, and special projects around blog posts and social media.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

I've had a lot of clients compliment us and say they like the website redesign, and they continue to read the blog posts we publish on a regular basis. The software vendor partners we work with are excited about some of the content we’re posting. It’s somewhat of an enhancement to their own marketing programs. The new website is getting noticed, and I think it’s getting noticed because it’s an ongoing, consistent effort, which helps us.

Using the content writers at LForm, we typically have one of our subject matter experts, consultants or support members come up with an idea and do a brain dump for 15 to 30 minutes with someone from LForm. They take everything, synthesize it, do additional research, and come up with what it should look like and how it should be presented. Then, they come back to us with a draft, we review it, and then publish it. Now we can focus more on the ideas and the content from a higher level. We do the same thing with our client testimonials, which makes it easy for our clients because it doesn’t take a lot of their time.

How did LForm Design perform from a project management standpoint?

I think LForm performs fairly well from a project management standpoint. We had a couple of challenges when they had some turnover, but that wasn’t necessarily their fault. Our original account manager was transferred, and then one person left, and now we have a new person. It was all short term. Unless you're working with a massive agency where there’s a lot of redundancy, you're bound to have that eventually.

What did you find most impressive about LForm Design?

I think the best thing has been the working relationship. For us, it really came down to being able to find somebody that can do most of the design, web development, and SEO stuff under one umbrella, and having the skill sets in-house to do so. It was also important that they be able to represent our brand the way we wanted. We wanted to keep our personality and the organization’s culture the way it was.

Our clients appreciate the personal touch brand that we’ve developed over the years. We wanted to make sure that our clients felt that we had their best interests at heart, and that comes through in the marketing, website design, and overall content. Of course, we’re looking for new business and new deals, and we want to bring in new leads, but we’re looking for that to translate into a long-term relationship with our clients.

Are there any areas LForm Design could improve?

The turnover they experienced was inconvenient, but we’re looking forward to this year and streamlining our process. They’re a relatively small firm right now, but they’re going to continue to grow their capabilities, which I think will make them better in the long term. There are certain things they just don't do natively, which is fine for us, but it may be an issue for other companies. For instance, they don't do videography elements, and I'm sure some of the bigger agencies take that into account. We don't need that much from videography, so it doesn't bother us.

BACKGROUND

Introduce your business and what you do there.

Our company manufactures contract furniture. I am a graphic designer and web developer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lform Design?

We were doing a full rebuild of our website from the ground up. The site supports a product catalog.

SOLUTION

What was the scope of their involvement?

Lform Design provided everything, from early ideation, to design, to full development and deployment. The new website is on a custom CMS built on Laravel. The product sort is custom; it’s tailored specifically to our needs, as is the back-end search. The back-end UI is also customized.

How did you come to work with Lform Design?

I searched through a lot of design firms in the area and I narrowed it down to 4. After the interview process and explanation of the brief, we ended up moving forward with Lform.

How much have you invested with Lform Design?

We paid $10,000 to $50,000 for their services.

What is the status of this engagement?

The project ran from September 2015 to May 2016.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We increased our traffic tremendously. Our sales reps have given nothing but positive feedback. From what we’re being told, there’s a lot more usability for the end user. It’s leaps and bounds better than our previous site.

How did Lform Design perform from a project management standpoint?

We used Basecamp and Slack. They were excellent with timelines.

What did you find most impressive about Lform Design?

They were receptive and easy to work with. There was no point at which they didn’t make an effort to try and get exactly what we were going for. Everything they did was custom-made to our needs, and it was all done on time and under budget.

Are there any areas Lform Design could improve?

Honestly, I don’t think so.

BACKGROUND

Introduce your business and what you do there.

I run an online magazine called Modern Restaurant Management, which started last year. The magazine provides information to help restaurant owners operate their businesses in a more efficient manner. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lform Design?

We turned to Lform to design our website - the foundation of our business.

SOLUTION

What was the scope of their involvement?

Lform Design helped us form the whole company. We worked with them for a number of months to put together what we wanted to do. There were a lot of meetings that focused on going over the design—how we wanted it to look and feel. Lform always listened and empathized with what we felt was important. They really understood what we wanted to do. They did everything: design, training, and finding a system that was the right solution for us. We wanted something that was user-friendly. They suggested WordPress and it works well for what we need. 

How did you come to work with Lform Design?

I did an extensive search online of local design teams because we wanted to work hands-on with our vendor. I interacted with a number of people but was impressed right off the bat with how Lform presented themselves. Their website really talked about the process. With some of the people we met, I felt that they were trying to upsell us. When I reached out to Lform, Ian got back to me right away. We had a phone conversation about it and an exploratory meeting.

How much have you invested with Lform Design?

We made a sizeable investment. Lform was the most expensive option, but they were worth it.

What is the status of this engagement?

We had our initial meeting sometime in November and the site was launched at the beginning of March. Our engagement with Lform is ongoing. We discussed adding to the site in the future and working on additional projects together.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Not a week goes without someone commenting that they love the look and the feel of our site. People are very impressed that it’s eye-appealing and easy to read. They like some of the suggestions that Lform had made, such as adding how long it takes to read different articles. When we started, no one knew who we were. We were just this online magazine for the restaurant industry. We’ve grown extraordinarily fast and we have been very well received. A lot of that is because people like what they see. That’s a testament to Lform’s excellent work.

How did Lform Design perform from a project management standpoint?

The project management was very efficient and we had a system in place called Basecamp. We corresponded back and forth that way. Lform is always responsive via email, via phone. Everything was done in a very timely manner. Working with Ian and the entire team over there, everyone was great. Even now, when we’re just doing aftercare for the site, I know I can pick up the phone and someone will help me out with any question.

What did you find most impressive about Lform Design?

Lform Design made it about the process, and that, to me, spoke a lot. We were trying to achieve a goal together and they wanted everything to be successful. I found their suggestions to be very helpful and we relied a lot on their expertise. Also, we had fun working on a creative project together. It’s a hard process to create something and to establish a whole business. It’s exciting and scary at the same time, and it was nice to be going through that process where I felt I could rely on their expertise. We didn’t have any problems regarding billing. Everything was very cut and dry in that regard. Also, the training aspect was very helpful. They were very professional in teaching us the learning curve that we needed to have in place. I’ve been over in their office, and it’s very welcoming. You feel like you’re a part of the team while you’re working on a project with Lform. Overall, it was a great experience.

Are there any areas Lform Design could improve?

I really can’t say that there are because we did have such a great experience with them. I really do owe them a lot for all their hard work and effort.

BACKGROUND

Introduce your business and what you do there.

My company is CAST Lighting LLC. I’m a design and communications specialist.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Lform?

We needed to redesign our website, which was completely outdated.

SOLUTION

What was the scope of their involvement?

We worked hand in hand with Lform to make our site as user-friendly as possible. Initially, my team decided on the overall look and feel. Lform provided plenty of templates as we got started with the website design. Then, Lform executed the design in a timely manner and helped me make sure everything was accounted for. I'm not entirely sure what platform they used. They run their own type of platform; I just don't remember the name of it. They created a customized admin panel that allows me to maintain the back-end of the website. They really took their time to customize the login portion of the site. Also, we have a mapping feature for our local distributors and manufacturer representatives. We don't do direct selling, so people can go to our website and see the nearest reseller of CAST Lighting. That feature definitely stands out among other websites. We're now running an inbound marketing segment with Lform.

How did you come to work with Lform?

I did some research to figure out the type of company we wanted to work with. We’re a small office, with a very intimate team. Ian's business runs very similarly to ours, where they have a smaller team but they accomplish a lot for each client. We just liked the way he went about the entire proposal for our new website.

How much have you invested with Lform?

We paid about $60,000 for Lform’s services.

What is the status of this engagement?

The project began in May 2015 and we launched in February 2016. 

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

I definitely saw a big switch in the metrics. People were staying on pages longer and spending more time on our website because it became more user-friendly. Our customers enjoyed being on the website itself. Also, we noticed that the time went from less than a minute per page to almost 3 minutes per page. That’s how long users were staying on each page of the website. Plus, they followed through to actual sales for us. For our new inbound marketing segment, they've created 2 eBooks that totally help us stand out in the landscape lighting industry. Everything was great.

How did Lform perform from a project management standpoint?

The Lform team was very hands-on. They had an outline and really stuck to it. There were a few timeline changes along the way on both our sides, but overall it was done in a timely manner. As the main contact from our company, I found that Ian and his team were really good to work with. They were really on top of things on their end. Lform also made sure I was accountable for getting images to them and making sure we had everything we needed for the site. They really haven't had a lot of problems concerning the projects we've had with them. Lform is a great company to work with.

What did you find most impressive about Lform?

As far as performance is concerned, they definitely make sure that their clients are happy with the final outcome. If there are any changes along the way, they're always willing to accommodate those changes, at little to no cost. Their team is very friendly. We are very good friends with their content writer at this point because of the inbound marketing project. I’ve learned a lot from Lform about the marketing world in general. Overall, it's been a great experience for me as a young professional.

Are there any areas Lform could improve?

Honestly, none that I know of. 

BACKGROUND

Please describe your firm.

We are an electronic and engineering manufacturing firm in Lake Oswego, Oregon. We develop custom electronic devices, systems, and controls for OEMs [original equipment manufacturers]. We do custom electronic engineering. We don’t produce products with our own brand.

What is your role and responsibilities?

I’m marketing director.

OPPORTUNITY / CHALLENGE

What was your goal for the work with Lform Design?

The goal was to redesign our website, which hadn’t been redesigned since the late 1990s and create a site that was more user friendly for visitors, and perform as a lead generation. We’re B2B [business to business]. We do not have an online sales component to the website. We use an open source e-commerce platform for the site.

SOLUTION

What was your process for selecting Lform Design to work with?

I was aware of Lform already before the search, and I talked with Ian Loew [owner of Lform Design]. We talked about it. Then I did a lot of searching for design firms. We are a B2B company, but we’re not a huge company, and so budget was really important to us. I narrowed the list down to five companies and asked all of them for quotes based on my requirements document.

Firms were all across the map. We could have spent $50,000 on this website without many features, and then we had a local, small firm bid the project for a much smaller price. I wanted the look and feel that gave us a presence that we were precise and specialized. I didn’t want anything to look homegrown. That’s why I went with Lform Design. I thought that they could do the design that would reflect well on our company.

Can you provide a sense of the size of that project with a general cost range figure?

I don’t know the amount of hours. We built a 64-page site with a search function and some other text boxes. It’s a pretty simple site. But, we wanted to make sure that everything worked together and was linked. For instance, if you look at our capabilities, you’ll also see what technologies we use. The navigation was really important to me.

When was the project completed?

It was completed in September of 2013. 

RESULTS & FEEDBACK

What were the results of the project? Do you happen to have any statistics or metrics you could share?

Immediately after we launched the site, our page views per visit went up by 30 percent to 40 percent. That was major for us. The time on the site and the depth that people were looking, they were moving through the site in exactly the way that we wanted them to, seeing the pages that are the primary important sources. This allowed us to get to our project reviews and testimonials very easily. Also, we worked on SEO [search engine optimization] and continue to try new strategies. The SEO has improved dramatically with Lform’s help.

Has the lead generation aspect of the site improved a lot as well?

Yes, it has. It continues to improve. That’s one of the things I really like about Lform is that if I find something that needs improvement, I can send it to them, and then they’ll take care of it very quickly. We hired an SEO firm because we needed the expertise. Lform worked with us in collaboration with our SEO firm.

How did Lform Design perform overall?

The site turned out beautifully. I’m kind of a control freak, and so I really knew what I wanted. They were willing to dig in with me to give me what I wanted without sacrificing design and best practices. Lform Design was good at balancing my demands and helping me come up with the best site possible. They were strong enough to push back when I asked for things that didn’t really make sense.

Is there anything else unique or special about them that stood out for you as different from other IT firms?

I showed them other sites I liked, and they helped me analyze what it was that I like about those other sites. That was a unique piece for me. They knew that Web design isn’t really a one-size-fits-all business. Marketing a company like ours is difficult because it’s highly technical and unique.

Lform Design was willing to work with examples of other companies like ours. That is hard to find. They didn’t walk into the project thinking they would build a template and be finished quickly. We did a lot of customization with their cooperation.

Looking back on the project, is there any area that you think Lform Design could improve upon or something you might do differently?

They’re already doing things differently from a QA [quality assurance] and testing perspective. That’s one thing we did work on improving throughout the project. They have improved in this regard since we started the project. It’s done, and it’s working, and we’re already improving upon it. I feel good about what they did.

BACKGROUND

Please describe your company.

Our company is a systems integrator for the automation and industrial control world. We do factory automation and some building automation. We work closely with variable frequency drives. These are controls for motors and PLCs [programmable logic controllers], which is the brain of most industrial machinery. We do retrofits for that equipment, we install completely new systems, or we retrofit older systems with newer equipment. That is the majority of the work that we do.

What is your role and responsibilities?

My role is project manager.

OPPORTUNITY / CHALLENGE

What was your goal for working with Lform Design?

The first challenge was that our website was about 10 years old, so we needed a clean, fresh look. The second need was to help us with some SEO [search engine optimization] to help us appear better in searches. We wanted more clicks and more leads.

SOLUTION

Please describe the scope of their work.

We provided an outline of how we thought the website should flow. Lform refined that outline, and gave us a lot of guidance on what a better approach would be. Lform did a wireframe, and we gave them some feedback and input. After a couple iterations, we settled into the look of it. We were very excited about that; even if we ended there, we'd be way ahead. That was a very good accomplishment in and of itself.

We had a bit of a challenge to our site. We have two companies in one: We have our engineering project side, and we have our service group. We have a third entity that we were going to feature potentially, using a three-pronged approach. We decided to fold that into the service, just to make it a cleaner presentation. That was one challenge, how to communicate to everybody that we're two companies in one.

The second challenge was that we wanted to show visitors the range of our products as well as where we physically go. We're based in the New York City area. However, we'll go anywhere in the world. We mostly serve the continental United States, but we've done some projects in Europe, China, Canada, and one in South America. Outside of New York, New Jersey, Connecticut, and Pennsylvania, we’ve done projects in California, New Mexico, Ohio, all over. We wanted to communicate that, and we had an idea how to do that. It was a custom application, more than overlaying Google Maps onto whatever information we had. We wanted it to be tailored to our company and what we were doing.

Also, when a person visits the site and rolls across a certain push pin on a certain state, it features a project from that area. That was our idea, but they helped us refine it and execute it. I think they did a very good job. It's not GPS-based. You can select a 75-mile radius, the U.S., or the world. No matter what view you're in, you’ll see a lot of pushpins. Some have a project title, and others have a small picture and a description of the project. If you click on that, it goes to the section of our website that has even more detail. It's under Job Sites.

This is worth mentioning because we had a vision of how we wanted it to work. We didn’t want the standard look, and it was incumbent on them to understand that as well as take that ball and run with it. It took some custom programming, and they did a good job doing that.

What was your process for selecting Lform Design with which to work?

We definitely wanted somebody local. We researched companies in our area. Depending on how a company came up in our search, just by typing "New Jersey Web Design," that was a good start. They were practicing what they preached in terms of SEO. We used another company because one of our vendors used them, and they did a good job. We found a few others and interviewed them. In the end, it was more of an iterative process by speaking closely with them. We narrowed it down to them and one other firm. They both had very good design capabilities, not only about the Web, but graphically as well.

What tipped the scale for us was that Lform had a better in-house capability and understanding of SEO. The other company we were looking at that saw it as a whole other function and possibly a whole other company to hire. We needed the SEO to be organic with our site, and they needed to understand that to help us.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

Internally, we spent about 30 to 50 man hours developing a plan, writing a plan, calling, interviewing, re-interviewing, discussing, and so on.

Lform's part of the work was about a $20,000 project. It was a small- to medium-sized project for most people. They have done much larger projects of more than $100,000. It seems that the majority of their projects are around $30,000 to $40,000. It could have been a lot more if we had them do more. We did all of our own pictures and so on. If we were to pay them to find pictures for us, size them properly, and put them on the site, it would have cost a lot more. The value of the site is probably closer to $30,000 to $40,000, where Lform's part of the project is in the $20,000 to $30,000 range.

When was the latest milestone completed for that work?

The work was completed in summer of 2012.

RESULTS & FEEDBACK

Do you have any statistics or metrics to track improvement from the project?

I think the site speaks for itself. The site looks up to date, and it's a modern site. We don’t take advantage of social media. That’s not our market to have that need, thankfully. We're not tweeting, blogging, or putting things on Facebook. If you take that out, I’d put it up against any other site that's out there, especially in our industry. I think it's as good as it gets in our industry, which is industrial engineering-centric and technocentric in an old brick-and-mortar kind of way. We're not competing with Oracle, EMC, or those kinds of companies.

Is there anything unique about them that really makes them stand out, compared to other companies?

I like the fact that internally, they use Basecamp for a project management tool to communicate how the project is going. They used it more than we did, but it helped them stay on pace and keep on target, and cue us to when things are due. We don’t just throw the keys to them and say, bring us back our new car. We're involved and have to test drive it and pick out seat patterns. I thought that was a good sign that they used that tool, and it seemed effective.

They seem to be the right size company for us. They weren’t too big, where you could get lost. They weren’t just somebody working out of their basement either. Lform Design has a track record, and they are very professional. They’re good to their people, and they have good quality people. They were a good fit for our company.

Looking back on the work so far, is there any area that you think they could improve upon or that you might do differently?

I don’t think so. They wrote a manual that taught us how to work with WordPress. They like to use their version of WordPress. I’m not saying that’s necessarily a negative thing, but if you want strictly a basic WordPress application, they’ll try to talk you out of it. However, they have developed some ways to make it easier for you to use the site and interact with it as an administrator. That is an overall positive that they created some programming to make WordPress work better for them.

I can't think of anything else I would do differently. On our part, we needed to get our part of the project done a bit sooner. It took us a long time.