Jan 19, 2015

LEAP Launches New RSW/US Website

by: LEAP in Work


LEAP started working with RSW/US, a lead generation firm based in Cincinnati, in November 2014 to redesign their website. 

The site was designed to be responsive to different screen sizes (mobile and tablet), and uses Wordpress as the CMS so that the client can easily update/add/post content—new employees, blog posts, links to articles, events, etc. 

Brad Geiger, LEAP ACD, was the designer for the site, which was created to be visually appealing and give the user a great deal of information about RSW/US and how they can help a potential client, without feeling busy or cluttered. There are three main colors throughout the site, the blue in RSW/US’ logo, and black and white, with shades of gray throughout in content blocks. All other color is in photography used on the website or graphics tied to blog pots, etc. 

Geiger pulled the thought content (social media posts, blog posts, etc.) to the homepage to help convey RSW/US’ connection and awareness within their industry. This shows that they are involved, knowledgeable, and trustworthy; all good things for companies hiring RSW/US to be their search firm. One of LEAP's Senior Copywriters, Claudia Bodington, who is also a professional photographer, did a photoshoot at RSW/US’ offices for both employee head shots and all background photography on the website—their offices, environment, etc.

All of the development for the website was done by LEAP. A few non-basic features include the “gate” on the case studies page, which requires someone accessing that content to entire their name and email address on their first visit only. Every time someone new accesses the content, an email is automatically sent to RSW/US so that they can follow up on that user. Another feature is the social and blog feed on the homepage. This content is housed in other areas of the site, but is all pulled together in a “grid” on the homepage. It automatically updates when new content is posted so that no one has to manually change the homepage and it is always recent.

Website traffic and what search terms were being used, what the referral websites were, bounce rate, etc. analytics were ran on the current site to get a “benchmark,” and an analytics plan was written with some code to put on the new websites pages. This way the client can get even more insight into their website’s users’ behavior. LEAP's SEO analysis was the basis for a very critical decision, which was keeping “agencynewbusiness.com” as the URL for their blog page, titled “Agency New Business Insights.” The SEO Keywords “agency new business” were a huge driver of organic traffic to their site, so through SEO and search traffic analysis, LEAP was able to make a solid recommendation to the client—and understand why that could potentially impact RSW/US a great deal.

LEAP also executed all testing for the site prior to deployment. The client, RSW/US, received press in Adweek, both print and online editions, in January and wanted to release the website prior to the article running.