The TLC partnership began with a 43-page web audit to assess how user interface (UI), user experience (UX), and frontend / backend functionality could be improved. Following the assessment, a strategy session broke down TLC’s website piece by piece to identify their target audiences and how each engages with the brand online. This helped determine what information users are after, how they interact with the website, and what features and messaging would improve that experience.
In an age of scrolling and skimming, it’s crucial to not only have clear hierarchy and structure throughout, but visual interactions that keep readers interested and drive them to the appropriate content. Workshops and processes helped shrink the website’s information architecture, providing fewer navigational buttons and more intuitive, direct paths to content. Instead of trying to appeal to the masses, a higher percentage of content focuses on connecting to needs and motivations, bringing users down their intended marketing funnels. Fresh keyword research and metadata descriptions help attract the right audiences.
Building New Bridges: Industry Thinking
TLC believes in thinking boldly, listening attentively, and creating passionately. In business for more than six decades, the engineering firm loves to share their knowledge with colleagues through mediums like industry articles and continuing education courses.
Clear content and impactful visuals show the engineering brand as an industry leader. Like the new Ideas section, which houses trade papers, a smoother class registration process, and organized insights from the TLC research & development arm, PEAK Institute. The Leadership and Ideas sections fit two goals that TLC expressed during the Website Discovery Session: 1) more prominent thought leadership and 2) a more prevalent, easily accessible news section. New Culture & People pages target prospective employees and include links to articles and projects associated with selected team members.