Discover how White Canvas partnered with DataMotion to create a website that not only modernized their digital presence but also drove sales by clearly communicating their full range of services. With a focus on building a cohesive brand experience, we developed a custom WordPress solution that prominently featured their new Gen AI service, ensuring it stood out and was easily accessible to potential clients, positioning DataMotion for future growth.
DataMotion is a trusted provider of secure data exchange solutions, specializing in enabling organizations to securely transmit sensitive information. Founded in 1999, DataMotion serves industries like healthcare, finance, and government, offering secure messaging, file transfer, and digital forms that comply with strict regulations like HIPAA and GDPR. Their solutions are known for integrating seamlessly with existing systems, enhancing both security and efficiency.
When DataMotion first approached our agency, they were facing significant challenges with their outdated website. The user interface lacked consistency, leading to a disjointed experience that didn’t reflect the quality of their services. More critically, the content and site structure were not optimized, making it difficult for users to navigate and fully understand the diverse range of secure data exchange solutions that DataMotion provided. This confusion hindered potential clients from quickly grasping the value and specifics of their offerings.
DataMotion wanted a website that would not only better represent their brand but also effectively drive sales. They needed a modern, cohesive online presence that clearly communicated their range of services to potential clients. Additionally, with the upcoming launch of their new Gen AI service, they required a dedicated space on the website to showcase this innovation, ensuring it would be prominently featured and easily accessible to their audience.
While DataMotion clearly understood the need for a website that better represented their brand and drove sales, they struggled with how to achieve this transformation. One of the biggest challenges we faced was organizing their extensive and highly technical content into a structure that was easy for clients to understand.
Their services, while comprehensive, were presented in a way that lacked clarity, with mixed and overlapping information. Additionally, several different departments—Marketing, Sales, Product, and the Head Office—were collaborating on the site rebuild, but they weren’t fully aligned. This lack of alignment further complicated the process, making it difficult to create a cohesive online presence that accurately reflected DataMotion’s offerings.
With multiple departments involved—Marketing, Sales, Product, and the Head Office—it was essential that everyone was on the same page regarding what we were doing and why we were doing it. To achieve this alignment, we conducted a Design Thinking Workshop.
To create a website that users could easily navigate and understand, we first needed to thoroughly understand the content ourselves. This meant diving deep into DataMotion’s existing materials, studying their services in detail, and identifying any areas of confusion or overlap. We spent significant time analyzing their content, conducting a benchmark analysis to compare with industry standards and competitors.
Once we had a deep understanding of DataMotion’s content, the next step was to reorganize it in a way that would be clear and intuitive for users. We began by developing a new sitemap that restructured the information hierarchy, ensuring that each service was logically grouped and easily accessible. This sitemap served as the blueprint for the entire website, guiding the design and development process.
With the structure in place, our next focus was on defining a new digital look and feel that would be aligned with DataMotion’s branding. We developed a modern, cohesive user interface (UI) that reflected the professionalism and innovation at the core of their services. This new UI was not only visually appealing but also designed to enhance the user experience by making navigation intuitive and engaging.
In parallel, we worked on establishing a consistent brand tone of voice for the website’s copy. This involved crafting messaging that was clear, authoritative, and aligned with DataMotion’s identity, ensuring that the content resonated with their target audience. The combination of a fresh UI and a refined tone of voice helped create a digital presence that truly represented DataMotion’s brand while effectively communicating their value proposition.
With the new UI design and tone of voice defined, we moved on to creating high-fidelity (HiFi) prototypes. These prototypes brought the website to life, incorporating the actual content that would be used on the site. By using real content in the HiFi prototypes, we were able to closely simulate the final user experience, ensuring that the design, layout, and messaging worked seamlessly together.
Migrating content from the old website to the new one is a delicate task that requires careful planning and execution. We began by analyzing the existing URL structure to ensure a smooth transition that wouldn’t disrupt any of the established SEO rankings.
Our approach to migration was meticulous; we not only transferred the necessary information but also optimized it within the new site structure. By doing so, we preserved and, in some cases, enhanced the site’s SEO “juice,” ensuring that DataMotion’s online visibility and search engine rankings remained strong throughout the transition.
