Presidio approached Extractable having acquired several smaller businesses, and the company's leadership had ambitions to become a leading provider of corporate IT services. To succeed, Presidio needed to re-think their strategy for connecting with their target customer demographic of senior IT leaders.

At the beginning, there were concerns around the brand's perceived credibility with target audiences. Speaking with Presidio stakeholders and customers, we learned the website failed to accurately depict the company's positioning. It was clear that the brand needed to build greater legitimacy in the eyes of target markets.

As a result of Presidio's acquisitive behavior, five different sites were rolling up into the main corporate website, creating problems for navigation and SEO ranking. Extractable set to work plotting a course to consolidate these websites and effectively integrate the acquired businesses under the larger Presidio digital umbrella.

Web analytics data and user research revealed problems with the site's navigation and content that wasn't resonating with target audiences. Using heat maps and click paths to track visitor behavior, our analytics and UX teams pinpointed site components causing confusion and developed insights for designing an improved navigation and content structure.

Extractable's content strategy team developed style guides for producing content that would better resonate with Presidio's audience of strategically-minded senior IT leaders. As part of this process, we identified opportunities to improve organic search rankings and thereby attract a greater volume of prospective customers.

Key to designing a lead generation website experience was diagramming customer journeys and dissecting user flows and interactions to iterate on a design that would promote interactions with relevant content, accelerating the path to conversion.

The new Presidio.com was launched and yielded double-digit improvements across a range of lead generation metrics, indicating that the coordination of an elevated brand perception, more digestible content, and conversion-oriented design was successful in helping the company target primary customers.