Website maintenance is the vain of most businesses time and energy. After working on this project we found that people hated dealing with this because most people hire freelancers to do the work and it is a hassle trying to get work completed and more importantly work done on time. Pulley was set out to answer that problem.
The challenge for Pulley is to help companies understand that they are need of this problem and there is a truly affordable option for solving it. Most small companies complain about updating their website, making small changes or re-branding their image, but have no real direction on how to make this leap to hiring a service dedicated to maintaining their site.
The website should have several sales landing pages targeted towards the different avatars we will explore in our research. We do not need a large overly complex website to a simple and affordable purchase. The website should be clear, concise and represent ourselves as the leaders in this industry with no comparisons. We need to be seen as hard-working, down-to-earth and easy to understand for the most basic business website owners. Great illustration to convey the problems/solutions and short explanations that touch the emotions of our consumer.
70% of consumers looking for a website maintenance service opt out after several months because they are unsure of the reason for paying.
Many consumers assume they can do it themselves resulting in bad code over time, inconsistent updates and ultimately in need of emergency updates when the website crashes.
60% of clients with website maintenance experience wait times of over 72 hours for contact and service.
Only 30% of the competition has a standard for 24 hour compliance to their customers.
Competitors have hidden fees and are quiet about how they price various updates, service requests and addition changes to their clients websites.
Their are only 3 corporate website maintenance companies including WP Engine and they run on the idea that people think Wordpress owns them giving them a strong leg in the field.
Entreprenuer
Fix the speed, efficiency and provide continued maintenance on his website with little to no involvement on his side.
Create simple monthly updates to know what is happening with his site.
Give clear explanations of how payment is run, what service are tied to which payment plan and give imagery/illustrations to help understand each key service.
Use lots of white space to give clear examples.
Use long scrollable pages to keep his attention on the subject without having to flip through content.
Always be in front of him. Stick to his places of research in forums, blog articles and with celebrities that are knowledgeable in his field of expertise to gain authority.
34 years old
$85,000/year
Austin, TX
Founder
Entrepreneur
Laid back style with jeans and t-shirt
Our client is confident on the outside, but has a tremendous amount on his mind as he continues to wear multiple hats in his own organization. He is methodical in his side of the business, but gets overwhelmed when discussing things that are outside of his scope of expertise. He needs more people on his team, but he is far from the ability to hire more employees.
Now that we understand the user in more depth we can start thinking about the problems they might be trying to solve. Taking the insights and needs from the empathy map, we can start digging deeper to better understand. We create point of view statements & how might we questions that will help drive the brainstorming process.
Our customers need to see the loss aversion of not hiring someone to maintain their majority source of income and business.
Our customers want recommendations from experts in their fields.
To be able to grasp the idea that not keeping up with their website will hurt them in the long run.
They need to be able to find accurate recommendations not just a lot of recommendations
Franklin needs to decide that he is losing money by not maintaining his website instead of being told this is the case.
Franklin wants to believe the recommendations to accept the costs.
How might we need to do to help him understand how to succeed for the long term online business?
How might we help expand the reach of customers’ recommendations to help reach Franklin?
Now we create the best experience and work with the best ideas and opinions. In this stage we role through every possible idea with no interruptions in order to give the room a sense of inspiration and excitement.
Focusing on the prioritized solutions, I created a site map to help define the overall structure of the content on Pulleys’ website in a way that would be logically and easily accessible to its users. We need to focus on how scared our customer is about the future of his online presence and help to know he is more secure, more efficient and has the assistant of a team of experts behind him without making him seem incompetent.
After understanding the problem, creating the user we can now begin to design the brand how that user will perceive it.
One of the most important things to consider about branding is that it’s usually the first thing people see when they come across your business. Very much like when you first meet a person. The first impression is what often shapes their identity. Even subtle details on a subconscious level can make the difference in whether you feel a connection to that brand or person, or not.
Hence, every touchpoint that connects you with potential clients should voice your brand. The more they know and experience about who you are, the more trust and connection they’ll feel for what you offer. No matter if you offer a product or a service.
As the branding process is taking place we start to develop out the bare bones of the website with simple frameworks to understand the user flow of the product. Creating prototypes gives the client a true understanding of the product.
Once the prototype and branding has been completed it is time to let the product out into the environment. This is where we launch the brand for everyone to view and use. We always stay with our clients after this stage because branding is about always improving throughout the life of your company.
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