Petra from Glastetik first approached us back in December 2017. She was planning how to launch a new brand
and, among other things, was looking into the website. We weren’t the only ones in the tender, of course. We may well not have had the best ideas for the graphics, but we were the only ones to present a comprehensive concept for the project
. We were also the only ones interested in how the business process should work
within the new company. You can see
the new website here
.
What if analysis isn’t in the budget?!
Unfortunately, thorough analyses take time, and so they aren’t cheap. (But that’s nothing if you want quality.) Initially, everyone responded to our persistent questions by saying, “This isn’t needed for the tender.” But Daniel, our account director, can be quite stubborn too – we insisted on the analysis even before development began.
We did have to fly all the way to Belgium to explain why the Czech website would be so expensive, but it was worth it for both us and the client. The new website reflects both the brand requirements and the needs of the customers Glastetik wants to reach.
In fact, we’re preparing a video interview with Petra herself, so you’ll be able to hear it for yourselves soon.
Wireframe, or a few lines that will determine the future of the website
Our UX designer Michal always has the hardest job. He gets a pile of tables and graphs, plus a document several pages long, and has to work out from that what the client is asking for.
Many clients see a wireframe as nothing more than a rough sketch that doesn’t really mean anything. The opposite is true. Michal bears the greatest responsibility in our team. It is he who sketches out what the website will look like, how and where the conversion paths will lead, and also designs certain technical functionalities.
Only once the wireframe is in place does the graphic designer step in. Very often, they ‘redraw’ certain text elements differently – placing them in boxes or simply working with them in a way that conveys the message the specific element is intended to convey.
You can see the difference for yourself. This is how the wireframe and the graphic preview of the home page differ:
How to set goals for a new website?
Glastetik
had not previously operated in the Czech Republic, so it did not have a website either. This raises the question of how to set goals when you have nothing to base them on. To a certain extent, you can draw inspiration from the results of websites in other countries. However, every market has its own specific characteristics.
We propose a marketing strategy
As part of the initial study, we also proposed options to Glastetik on how to present the website to people in the target group. We practically always propose a marketing strategy for large projects.
B2B marketing has certain specific characteristics. In B2C, we would likely focus more on visual social media platforms such as Instagram and Pinterest. Individual campaigns were to vary according to the personas we had defined in advance. Among other things, we proposed one comprehensive campaign targeting architects and interior designers:
In B2B, this isn’t enough, so we recommended that Glastetik focus on PR in trade journals.
Meanwhile, we will focus on SEO, which we understand much better. SEO is a long-term endeavour; we expect the first results in 3 to 6 months.
Who worked on the Glastetik.cz website:
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| Daniel Musil, Account Director |
Tomáš Odl, Project Manager |
Michal Novák, Senior UX Designer |
Petr Novák, Senior UI Designer |
Michal Fryč, Front-end Developer |
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| Radim Hašek, Senior Back-end Developer |
Michal Vaníček, Head of Online Marketing |
Tereza Malkusová, Senior Copywriter |
Věra Rajchertová, Senior PPC specialist |