Ease Corporate WebsiteErich Eilenberger

The Problem

ProblemEase had an outdated website that did not convey the essential brand message “Production made modern”.

ProblemThe existing site also did not integrate Ease’s most recent acquisition, Scenechronize.

ProblemInstead, users were redirected to a separate site for Scenechronize, making the relationship unclear.

ProblemOverall, the site was busy and confusing, and the brand’s value propositions were not clear.

ProblemReally, the less said about this site, the better.

The Assessment

AssessmentEase operated in a small business-to-business market.Most leads were coming from:

Automated

Timecards

Payroll

AssessmentSince Ease offered different products and services, not every lead would be interested in every product or service.

Studio

HubProductio

nIncentive

s

Benefits

Labor Relations

ProductionAccountingSoftware

Scenechronize

Corporate Accounting Software

AssessmentPotential leads could be any of the following:

AssessmentThe new site would need to establish:

The Strategy

StrategyProducts were divided into four verticals based on customer profiles.

StrategyThe verticals appeared at the top of the home page.

StrategyThat way, different users entered the same sales funnel as soon as possible.

StrategyThe toolbar contained functional pages, which received the majority of traffic while being secondary to the sales cycle.

StrategyThat way, users coming to the site for a practical purpose could find what they need quickly, but the product verticals remained visible.

StrategyThe homepage followed a linear progression with arrows to direct users.

StrategyThis suggested a streamlined workflow, one of Ease’s most salient features.

StrategyCool, pale colors suggested modernity, an essential element of Ease’s brand.

StrategyCustom imagery of film and television production immediately established Ease’s target market.

StrategyNaturalistic, documentary-style photography established a real-world connection to the film and television industry.

StrategyCopy focused on telling users what they could do with Ease’s products, creating a clear value proposition and a sense of accomplishment.

“Eliminate hours of payroll processing on weekends with automated timecards. Allow our system to calculate overtime, penalties, and more in complete compliance with union rules and labor laws based on each crewmember’s in and out times.

StrategySlideshows of Ease’s products showed leads exactly what they were getting.

The Bells and Whistles

Bells and WhistlesAn interactive map allowed leads to search production incentives by state.

Bells and WhistlesInteractive forms allowed clients and their employees to complete requests online.

Bells and WhistlesA video viewer made tutorial videos available for user support any time.

Ease Corporate WebsiteErich Eilenberger