The brief
Show up when a company searches for its compliance requirement, even if it doesn't know the consultancy's name. And in two languages, because the client could be in Monterrey, Bogotá, Texas or Frankfurt.
Case study
A Mexican environmental consultancy selling to Latin America, the United States, Canada and Europe. It asked to be found by companies facing an environmental requirement in any of those four markets and for those visits to turn into enquiries.
What we did
The whole website and everything that comes before it. Studying the business and who it speaks to, the content architecture, the copy, the design, the illustrations and animations, the analytics and the launch.
Status
In production, in Spanish and English, with the domain, the code and the accounts in the consultancy's name.
How it was done
Who this website speaks to.
When a website doesn't bring in customers, it's usually because nobody decided who it was for. With EcoAsesoría that was settled in three agreements before any design work began. Everything else follows from them.
01
WhoResearch
EcoAsesoría's customer has just received a requirement from outside, with a deadline. What they're looking for is how to meet it.
The market analysis pointed to a single person: whoever, inside an industrial company, has to answer to someone outside. The buyer asking for the product's footprint, the auditor reviewing the evidence, a tender that won't let you bid without the figure, or EU customs when CBAM applies. It's a commercial role, with a technical problem on top and no time to become an expert. That's why every page opens with the requirement they've received, by name.
02
What we're going to sellValue proposition
EcoAsesoría's customer pays to be able to answer whoever is demanding the data. The report is only the means of doing it.
Its catalog has eleven technical services (carbon footprint, life-cycle assessment, CBAM, audits, water footprint…) and none of them is what the customer wants to buy. What they're buying is being able to answer: the buyer, the auditor, the tender documents, customs. That idea organizes the whole website: first the decision they'll be able to make, then the evidence behind it, and the catalog last.
03
How we tell themExecution
Four families of pages, one for each way of arriving at the site. All four end in the same call to action.
The site was organized into four families of pages (services, industries, resources and blog), each written for a different way of arriving. Those who know what they need search for the service by name; those who don't search by industry; those comparing options come in through resources; and those still making sense of the requirement arrive through an article. All four exist in Spanish and English, and all four end in the same call to action: request an assessment.
The approach
The copy has to rank and has to convince.
With the target customer settled, the same copy has to do two things in a row: first, make sure that person finds the page when they search for their problem; then, that they end up getting in touch without having to call anyone. If it only does the first, you get traffic that leaves.
Each of those four steps rests on a specific decision made while building the site.
- So they search Written in the searcher's words Inside a company, a thing has one name; the person with the problem types in another. The copy was written with the second, because that's what people actually search for.
- So they find A page for everything people search for Every service, every industry and every question has its own page; a page that tries to cover everything doesn't compete for any specific search. And adding a service or an article means adding a page, without rethinking the site: that's exactly what the blog is for.
- So they find Two languages, four markets Spanish and English, each declared to search engines as its own version. A quick translation doesn't rank: search engines treat it as a duplicate of the original and don't show it to people searching from abroad.
- So they understand The answer, on that very page Whoever arrives with a specific question gets it answered there, without calling to find out if it's relevant. A page that only introduces itself forces one more step, and that's exactly where people drop off.
- So they get in touch One exit, always the same Every page ends in the same call to action, leading to the contact form. No three buttons competing with each other, no pages that lead to a dead end.
- And then Measured, to know which page brings in clients Every submission is logged with the page and the search that brought it in. Without that, you don't know where to put the next effort and end up writing blind.
The look
Why it looks the way it does.
Aesthetics are an argument tooDesign
People who hire for regulatory compliance expect rigor and the website has to show it. If it looked like an agency brochure, the firm would lose credibility.
Hence a restrained green instead of the bright green of a brochure, lots of white space, large type and no flourishes: it had to look like a well-made report. The illustrations and animations are original and appear only where they explain something (a process, a deadline, a comparison), never as filler; an animation that shows nothing just slows down reading. And everything uses contrast and sizes that meet AA accessibility, which besides being the right thing to do widens how many people it serves.
Where it lives
Published on Cloudflare.
The whole site is compiled before it's published and served from Cloudflare's network. That makes it just as fast from Mexico City as from Toronto or Frankfurt, keeps it up when traffic spikes and leaves nothing an attacker could take down.
Between the visitor and the page there's nothing that can go down: no application server, no database, no admin panel.
- Close to whoever opens it, wherever they are A copy is stored in hundreds of cities and the nearest one gets served. That way the site is just as fast on all four continents it sells to.
- Handles traffic spikes A press mention, a campaign or a mass email won't bring it down, because the network absorbs the surge. There's no server with a limit to hit.
- Nothing to attack, nothing to patch There's no login screen, no plugins to update every week and no database. Protection against denial-of-service attacks comes built in and isn't sold separately.
- Always encrypted, certificate always current All browsing is encrypted from day one, including for people who type the address by hand. No annual renewal for someone to forget, leaving the site flagged as not secure in its busiest month.
- Publish and roll back in minutes Every published version is kept. If something isn't right, you go back to the previous one without redoing anything or waiting on anyone.
- Costs don't grow with traffic You don't pay for a server running around the clock, and there's no surprise bill the month the site does well. It's the cheapest option to run over the long term.
Continuous improvement
Every cycle leaves the site better.
After a lead-generation website is delivered, the work continues: you look at which searches bring people in and which pages convert, then fix what's failing. One side of the cycle builds and ships; the other checks what's really happening and collects what needs improving. The whole path is automated, so shipping is routine.
Shall we do the same for yours?
Half an hour to work out who your website should be talking to and what's missing for them to find you. No commitment.
Tell us about your project