After acquiring the SMB-focused UKFast, ANS had to revamp their messaging, product architecture, and website to reflect their expanded focus beyond just enterprise businesses.

It was crucial to ensure that neither the SMB nor the enterprise audience felt neglected or confused by ANS's new dual offering. The ANS team had ambitious goals to achieve, including a 15% boost in website visitors, a 25% increase in pages per session, and a 100% rise in form submissions.

Through extensive workshop activities with the ANS team, we were able to identify some key personas to target and develop user journeys for. We explored various influencing factors such as their job role, career goals and challenges, to build a clearer picture of what their pain-points around the current site may be and how we could overcome them.

When mapping out user journeys we consider the user entry point and the content and CTA opportunities along the way as they move through the site, ultimately leading to a conversion.

Through these exercises we were able to identify how to address both SMB and enterprise audiences in a seamless manner. We we aware that unlike the enterprise personas, the SMB customers were more likely to need hand-holding to understand what solution they required for their business. The way we used language to explain ANS’s offering and the visual hierarchy of information would be key to catering for both audiences.

Mega-menus can appear overwhelming for some users, due to the sheer volume of information on display; however one was necessary for the various user routes around the ANS site. Mapping out two clear routes through the navigation enabled us to cater for both SMB and enterprise audiences who would both be looking for different terminology whilst browsing ANS’s offering.

From our user persona work, we were aware that whilst our enterprise audience may already have a good understanding of the individual service or product they required, our SMB audience may not have that in depth knowledge. By displaying solutions and use cases within the navigation menu, we were able to effectively communicate ANS’s offering in a way that would resonate with our personas.

Empathetic messages were crafted and tailored for both SMB and enterprise personas, ensuring the right messages were always communicated in the right way throughout the site.

As their SMB offering was new, we worked with the ANS team to create accessible new product pages for their new audience, helping them understand how and why digital transformation was relevant to them, making the process less intimidating and thus encouraging new leads.

ANS had embraced a bright and bold new brand identity following the acquisition and were keen to translate this on the website to truly set them apart in what can be a predictable industry in terms of overall look and feel. Threading through their vibrant palette alongside strong photography of their people, ensured that we not only communicated ANS's expertise in their field but their welcoming and personable company culture.

Through our meticulous attention to detail and the development of comprehensive user journeys for their new audiences, ANS saw a significant boost in qualified leads due to a 218% increase in form submissions and a 38% increase in pages per session.

Crafted and coded at Don’t be Shy.