Have you ever had a former client who you knew was perfect for one of your newer services—like a match made in heaven? That's how we felt when we realized that inbound marketing would be the perfect fit for Dr. Robert Cialdini and his ethical influence training company INFLUENCE AT WORK.
Dr. Cialdini is widely regarded as the "Godfather of Influence," and many of the best-known influence professionals either trained with him or based their methods on his work. Yet until recently his public profile didn't accurately reflect his importance in his field or level of expertise.
We first worked with INFLUENCE AT WORK back in 2011, when they came to us to redesign their website. Though that site was very successful and even won a Silver ADDY Award, by 2015, it was beginning to look a little dated. IAW knew it was time to consider a website redesign, but this time around, there was one big difference—we were launching an inbound marketing strategy right along with the new website.
Our goals were to create a website that reflects Dr. Cialdini's broad influence, polish and update the existing content to improve search engine rankings, and create an ongoing inbound marketing strategy that would share his value and grow his audience.
To build a website that would serve as "home base" for IAW's growth, we used the highly flexible WordPress CMS, which allowed us to incorporate the existing ecommerce store and add a HubSpot blog. HubSpot is a robust closed-loop marketing platform that serves as a CMS, CRM, social scheduler, and tool for tracking lead activity across their entire web presence.
Visually, the IAW team wanted something brighter, cleaner, and less masculine. To accomplish this, we turned to a warmer neutral color palette, using dark colors only in a strategic way. For example, the main image on the home page is the only darker element on the page, but it draws attention to exactly the right place.
To complement the neutral color palette, we added pops of red to reflect their logo. The touches of red allowed us to weave in their branding while keeping the site bright and airy.
The real strength of this redesign was the way we incorporated Dr. Cialdini's work on the principles of persuasion. In particular, we modified to the homepage layout to utilize the principles of authority and social proof, using details of Dr. Cialdini's experience, high-profile clients like TIME and Forbes, and a recommendation from none other than Guy Kawasaki. We couldn't be happier with the results.
We interviewed many companies before deciding on VIEO Design. Their combination of creativity, technology, business, marketing, art, and clear communication makes them a wise business investment.