- A company with stronger products than the brand itself.
- Traditional sector with a great sense of innovation.
- Too many web pages and duplicated data.
- Increasing visibility of Cosentino brand as a canopy for their products.
- Unifying brand identity on every product worldwide.
- Content hierarchy
- In 2017:
- 250 web pages in several countries
- In 2018:
- A website acting as a canopy.
- Targeted content to specific buyer persona
Grupo Cosentino is a world leader in the building materials market for countertops, floors and façades. The website had an excessive number of pages and landing pages . This led to a poor management of published content and branding.
When trying to work with several user profiles inside one main page, content managers felt the need to plan, organize and develope a new site that unified every brand and showed content directly to every buyer persona in record time. To achieve this goal, they chose UVE Agency.
Our actions started by visiting Grupo Cosentino Grupo Cosentino’s headquarter in Cantoria, Almería, in order to deeply know the needs andtouchpoints of each sector at different stages. We took good note of this family business that reached leadership in such a complex segment.
The following market research was one of the key phases of this project. We evaluated how the target thinks at the moment of purchase and what their expectacions are when exploring the site. Only then we could give shape to the new project structure, thinking of unifying previous web pages.
To createwireframes we needed to considerate the previous structure and adapt it to a new format, were brand structure could follow the user needs in a dynamic way, without losing the quality of the previous content. For that matter, we used a constant checking and reviewing system between UVE team and the client’s.
The phase of design and development came only afterwireframes approval by the senior managers. Using a CMS tool for the client’s management and an agile work methodology, we kept on structuring the site regarding brand unification. Whenever we handed a project deliverable, we would monitor its content structure, aiming at the final client and the SEO strategy.
The starting definition of touchpoints and buyer persona on each sector, helped us move forward with Inbound Marketing flows and automation strategy, taking the leads from online to offline through a confident conversion. This way, we could monitor the lead’s path from nurture to purchase, stepping from a digital to a physical environment.
After being 100% involved in this project, from planning to launching, we can say our biggest inspiration were the quality and success of the project delivery.