At Crimson AV, we're not just building websites; we’re creating digital experiences
that echo the essence of the brands they represent. As part of the BAMily of
companies, I’ve had the privilege of working with Crimson for years, helping to bring their message to life in every marketing project, including their new website redesign. This website revamp was more than a facelift—it was about adding warmth, depth, and functionality to fully embody Crimson’s identity as #MoreThanMounts.
Here’s how we approached this transformation and the steps we took to ensure every detail was crafted with purpose.
1. Starting with Strategy: The Power of SWOT & Brand Analysis
Before diving into design, we took a step back to do a comprehensive SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, combined with a brand identity review. We wanted to make sure that the redesigned website aligned with Crimson’s mission and vision. Their brand is about offering more—more value, more expertise, more solutions. This is the heart of #MoreThanMounts, and they wanted their site to reflect that promise.
2. Listening to Our Users and Partners
To make the website user-centric, we reached out to both internal and external stakeholders—Crimson’s team, dealers, and strategic partners—to gather insights into what was working and what wasn’t. This feedback guided our decisions and helped us set clear goals for what the new site should accomplish. We were determined to make the user experience smoother and more intuitive, and their input was invaluable.
3. Choosing the Right Platform: WordPress for Flexibility and Growth
With our strategic goals in place, it was time to find a platform that would support all the new functionality and scale with Crimson’s growth. We chose WordPress, which allowed us to showcase Crimson’s products, resources, and more, while also building a robust ecommerce portal. This platform met their needs for functionality and adaptability, allowing us to offer a seamless, accessible experience to Crimson’s clients and partners.
4. Enhanced Navigation and User Experience
One of the biggest improvements in the redesigned website is navigation. We have two main types of visitors: those who know exactly what they need and those who are exploring options. The new cascading menu structure allows users to quickly find what they’re looking for, while offering options for narrowing down search results with tags and filters. For example, The EZ Mount Finder tool is still a fan favorite, helping users easily sort by dimensions and weight to find the ideal mounting solution.
5. Expanding the Product Offerings with dvLED Solutions
Crimson is #MoreThanMounts, and the new website highlights this by integrating LED Experts Group solutions. Now, users can browse dvLED products directly from the site, though we emphasize a hands-on, consultative approach for these projects. This added functionality helps Crimson showcase their expanded capabilities and reinforce their brand message.
6. Showcasing Our Stories: A Media Hub for Blogs, Case Studies, and News
The new Media section serves as a central hub for Crimson’s stories, including blogs, case studies, news, and press. This section offers easy navigation and allows users to dive deeper into Crimson’s projects. We also included FlipBook versions and download options for case studies, which link back to project partners to improve SEO and drive traffic—a win-win for everyone involved.
7. Highlighting Key Markets to Build Trust and Credibility
During our SWOT analysis, we defined the markets Crimson serves, recognizing that it’s one thing to say “we do digital signage” and another to demonstrate our expertise. Now, the Digital Signage section—and others like it—includes relevant case studies, blogs, and products specific to that market. With 14 verticals showcased on the site, Crimson’s versatility is evident to users in any segment they operate.
8. Putting Customer Service First
Finally, we designed the website to make it easy for users to get in touch. With a Contact Us form, quick access to contact information, and a Support tab that connects users with the sales team and representatives, visitors can find the help they need without a hitch.
This redesign represents Crimson’s commitment to providing more than just mounts; it’s a testament to their capabilities and a digital space that embodies their brand’s core values. We’re excited to see this site serve as a powerful tool for Crimson’s continued growth and success.
For more on how we help our BAMily with website development and design, please visit this blog page: 7 Best Ways in Designing Your Website Storefront.
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