Case Study: Website Revamp & Custom Branded Patterns
Jan 16, 2025TLDR: Heather Wade Group hired me to organize their website content, connect with an artist for improved branding and custom patterns, and end up with an improved website that helps their site visitors find what they are looking for faster!
Client Introduction
Heather Wade Group is a trusted advisor for ISO/IEC 17025 accreditation based out of Pinckney, Michigan. The president, Heather Wade, has been a metrologist, Metrology Ambassador, and an internationally sought speaker and subject matter expert on the metrology side for 20+ years and in the testing world for 30+ years.
In 2019 and 2022, Heather collaborated with Diana Baldi (Josie Gruber’s mother and client) on an in-depth ebook about the updated ISO/IEC 17025 standard. Josie provided complex formatting and grammar-checking services prior to its release. Heather reached out for website help after seeing our posts on LinkedIn.
The Challenge
Heather had been managing her own website for some time, but there were some changes she knew she definitely wanted to make. Among the challenges she faced were:
- Difficult to navigate website content (was not easy to skim)
- Mismatched colors and fonts
“I had seen Josie's expertise in creating websites and was really impressed by how quickly she could create them and how easy and simple they were to navigate.
... Josie uses a great platform for tracking the project progress and easily lets me know what tasks I have to do and what she is working on.”
— Heather Wade, President, Heather Wade Group
The Solution
The solutions for Heather turned out to include:
- A consultation with artist, Siena Baldi, for a more complete color palette for Heather’s brand and a set of digital patterns consistent with the new color palette.
- Pre-Work aligned with Donald Miller’s StoryBrand book to develop more client-focused language.
- Evaluation of all links and content shared on the website to help Heather decide which would be most relevant and helpful to keep.
- Reorganization of the types of links and content shared.
- New landing pages created for Heather’s free downloads and book for sale.
“The amount of value that Josie offers for her services really justifies a higher fee. Having my website refreshed in a complete update and all of the back-end work really made my life easier - it was really worth it to hire Josie.”
— Heather Wade, President, Heather Wade Group
The Impact
The best parts about this project are the lasting impacts for Heather and her business! To name a few:
- A more cohesive look and feel to her online presence (i.e., website and LinkedIn), thanks to the new color palette and digital patterns.
- A new client-focused Home page layout with clear calls to action.
- Website content that is easier to navigate.
“I liked the smooth, clear, and constant communications - I was impressed with the automatic responses and heads-up of schedules. The on-line platform to see the plan and progress of the project was easy and intuitive. It made it easy to see what I needed to do as well as where Josie was in her process. I appreciated Josie's expertise and her network of other talented professionals. She has partnered with a talented artist, Siena Baldi, who, after a series of thoughtful questions, developed color schemes and patterns that are really pleasing and give an added touch of professionalism to my marketing.”
— Heather Wade, President, Heather Wade Group
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