Frontage Laboratories

From our initial discussions, we knew Frontage wanted this new site to empower their target audience segments to quickly and easily find what they’re looking for. It needed to be indicative of the relationships Frontage builds with clients but serving as an engaging and helpful tool.

We started by looking at the current market they operate within, factors driving growth and how it all influences their target audience’s purchasing behaviors.

Next, we conducted an audit of Frontage’s web presence and a review of competitors websites. A common struggle was the inability to effectively present the wide array of services to reflect comprehensive offerings available to potential clients.

We had to appeal to all of their target audiences, create an intuitive user experience and structured navigation, empower the internal team to manage the site, and implement a focused, research-driven SEO strategy.

To tackle appealing to their target audience, we spoke to key clients to hear their perspective on the value of working with Frontage, why they chose Frontage, and how they’re different than the others.

Next, we formed our User Experience Strategy upon four pillars – User Goals, Business Goals, Content, and Architecture. The new User Experience is built upon a solid site architecture that is simple and seamless to:  

• Empower users to find what they need
• Organize capabilities in a way that makes sense for the business structure and user goals (phase, service, therapeutic area)
• Present business goals in a branded and balanced fashion
• Deliver helpful and valuable content

From there, we jumped into the new design that would be modern and sophisticated. Although the design needed to be brought up to date, we still needed to stick to a clean, simple design. We also balanced clinical and dynamic imagery throughout the site to differentiate Frontage from the “typical” laboratory website.