ID Experts: Multi-functional Website Redesign 

The Overall Problem

Founded in 2003 in Portland, ID Experts has been providing identity protection and data breach software to companies within healthcare, financial services, higher education and government branches.

ID Experts partnered with GRAYBOX to redesign their previous website to better-align the digital experience with the current market position of the business. Critical in the entire process was ensuring that the website continued to be a great lead generation tool for the existing business, but in a way that could better support the ID Experts team as they expanded their offerings.

Our Solution

1. Discovery, Identity Development & Information Architecture

As the ID Experts’ business evolved, so did the brand. GRAYBOX worked with their team to leverage an updated brand identity to better-market the company to prospective customers. GRAYBOX dove deep to understand not only the extensive services that ID Experts provides, but also what each audience segment is looking for. What became obvious was that the site experience would need to adapt to reflect how fundamentally different each audience was from one another. The division of site content into target audiences drove the overall site architecture, content strategy, and hierarchy on key sites pages.

2. Resource Overload

One of the key ways that ID Experts has grown historically has been around thought leadership in their space to drive traffic and engagement with potential customers. They have always invested in strategic content marketing and one of the unique challenges with this project was determining how best to surface the copious amount of content they have — and continue — to produce in a way that strengthens their appeal to prospective buyers. As part of the site architecture, GRAYBOX utilized a comprehensive knowledge center to allow users to discover, categorize, and drill down into topical areas that are of interest to them. GRAYBOX then pulled in key content via detailed tagging to bubble that content up on product and service pages throughout the site.

3. Website Design & Implementation

GRAYBOX balanced the modern aesthetic from the updated brand identity with the functional requirements to create a site design that resonated with a diverse set of audiences. GRAYBOX focused on creating modular elements that could be mixed and matched throughout the site experience that reflected the fact that over 25 million individuals trust for data breach and identity protection services. This also included functionality to support users self-selecting what audience they fall into, to support a more tailored experience that fit their needs.

As part of the implementation, GRAYBOX leveraged ExpressionEngine as the CMS due to a great deal of institutional knowledge within the ID Experts team, as well as its extensibility with comprehensive content blocks. Extending the lead-generation efforts of the business, the GRAYBOX team also integrated capture forms for email, webinars, whitepapers and other content into Act-On marketing automation software. Paired with Salesforce, the ID Experts team was then able to collect, score, and nurture inbound leads through their sales process.

4. Testing & Launch

Ensuring that the websites GRAYBOX build are effective involves the Quality Assurance team. Identifying what kind of browser support we should expect given the company’s audiences is critical to make sure GRAYBOX’s testing the right things. How much is mobile a focus? What about tablet? These are all questions that begin the process, and circle back to in the final testing stage. This also included comprehensive testing of interactive on-site functionality as well as lead capture mechanisms to ensure that the site is effectively attracting and converting prospective customers.