Knowing that Konda was a referral-based business, having a website to serve that audience didn’t make much sense.
After all, they had done just fine for nearly 30 years without one, so I suggested we use a dual approach for our communication strategy.
The main website would be used to attract corporate clients who were searching organically, or it could be used to prove legitimacy to any referral clients who wanted to learn more about the business.
For the startup audience, I suggested we create a separate landing page that would speak directly to their pain points, wants, needs, and desires.
But before I could suggest a layout for the site, I needed to learn more about each audience, which we discussed during our strategy workshop.
After our strategy workshop, I created two personas and strategic briefs, which would guide my decisions in terms of site structure and copy.
From there, it was time to create a website structure that would work for each audience.