Over the last several years, BioConnect has gone through massive internal growth, development of new security products and solutions, several rebrands, and many iterations of their website. Because of the complexity of BioConnect’s ever-growing product offerings, to a variety of enterprises and end-users, delivering a simplified website was extremely challenging.
A sampling of the different web designs & brands of BioConnect before I joined the team in 2017.
Formerly Entertech Systems, the company operated as the North American partner of Suprema.
The site was updated to live as the sole brand, while still maintaining the Suprema partnership in the background.
A complete rebrand, Entertech became BioConnect.
With the release of a new product for a broader market, BioConnect began to focus on promoting their mobile solution.
The first iteration of the site after I joined the team – the goal was to simplify the site back to the company mission. However, the site did not succeed in effectively communicating our product offerings.
To begin this process, I worked with key stakeholders across the company. My goal was to get everyone on the same page about the company and product USPs and to understand what problems we were solving for our customers.
This exercise led us to the realization that the way we were communicating our products was making clarity impossible. So, rather than continuing to emphasize the products by their name (which did not have significant relevance to our users), we needed to talk about our solutions in the context of the problems they are solving.
Section of the homepage on the new website – showcasing our offerings in context of what problem the user is trying to solve (secure doors, data centers, applications, and more).
Not only was the website revamp a chance to improve the content and user experience, but it also was an opportunity to evolve the look and feel of the BioConnect brand. In researching our target audience, I learned that the edgy look of our last website was not speaking to them. Our clients come to us to secure critical areas within their enterprise, so, what would speak most to them was a brand that was reliable, secure, and trustworthy. Because of this, I worked on a look that felt clean and straightforward, using lots of images to add context. The copy was also simplified, and much of what we had on the old website we turned into whitepapers, brochures, and further reading as gated content. This strategy has proved very successful in not only establishing us as thought-leaders, but also garnering new leads.
Application security page – here, the user can dig into the what, why, and how of this solution.
This shift had tremendous success both internally and externally. It has enabled our internal team to better understand how we could be a fit for many kinds of enterprises and end-users. Most importantly, it helped our customers view us in the context of the security problem they were facing and how we could help them solve it.
Download page for gated content – The added information helps the user see the perceived value for the cost (their information) to download. Additionally, this strategy increases SEO.
Hardware page – Showcasing our hardware offerings from Suprema.
Careers page – BioConnect has an incredible culture which is not solely confined to the office walls.