Friday, 25 March 2016 05:14

Case Study: Bayaud Enterprises

Bayaud Enterprises needed a new website with easier site navigation, mobile optimization, and clear calls to action. Their goal was to encourage participants, donors, volunteers, and the larger business community to engage with their organization. FiG developed a fresh website design that would draw interest to their many programs and services. We also outlined a robust content development strategy that would bring clarity and focus to their brand.

Business Challenge: Brand Focus & Call to Action

Bayaud Enterprises is a local nonprofit that provides workforce training, housing, and basic human services to people with disabilities and other barriers to employment. In addition to their community outreach, Bayaud operates a commercial document shredding service that employs their clients and generates revenue to keep their nonprofit open.

Bayaud’s extensive service and program offerings made it challenging for them to convey their value proposition clearly. They wanted participants who needed Bayaud’s services to easily find and contact them. Additionally, Bayaud wanted to increase their donor base and gain a wider volunteer network. It was important that anyone who comes to their site could understand who they are and the many ways people can participate in their community work.

Solution: New Website Design & Development

The old website was too simple, given the breadth and depth of what Bayaud Enterprises offers the community. Anyone visiting the site may have gotten a sense of who Bayaud is, but would not gain any better understanding of all that Bayaud offers.

The old website was difficult to navigate, and there wasn't any way to make sense of what their value proposition was from the content that was on it.

Bayaud Before

bayaud before

From a design perspective, their website lacked a modern color scheme and a clean layout that clearly reflected their brand.

Bayaud Before

bayaud after II

FiG determined that Bayaud needed to communicate their value proposition more compellingly and outline all of the programs and services they offer more clearly. We created new navigation categories that included: “Our Services,” “Get Involved,” “Social Impact Programs” and “About Us.” We created a “Get Help” link next to their hours of operations at the very front and center of their homepage which connects to the Our Services page. From this quick link, people who are in need of Bayaud's employment services can easily be connected to the support they need.

Each page on the new website also provides two clear calls to action--Bayaud’s phone number on the top right corner and a “Donate Now” button right under their phone number. For people looking to get involved, there are a “Get Involved” and an “Events” link on the top menu bar.

Bayaud After

bayaud after

We listed their shredding services under the Social Impact Programs page and also determined a second website was necessary for Bayaud’s Commercial Document Shredding business. In their commercial site, we maintained Bayaud’s nonprofit brand and design for consistency. Our emphasis, however, is on highlighting their shredding services, pricing, and certifications. For SEO purposes, the content and focus are geared toward reaching local businesses and government agencies. The two main calls to action for this site is to contact Bayaud about their shredding services and to make it easy for existing customers to pay their bill.

Bayaud Document Shredding

bayaud document shredding

Solution: Content Development & SEO

The new website design makes it easier for Bayaud to engage with their audience. Participants, donors, and volunteers can sign up for Bayaud’s newsletters, look for upcoming events, and read their blogs. But, a website design is only as good as its content, so FiG wrote new, detailed, informative copy for each page. We added keywords and analytics, and will be monitoring traffic and conversions so we can improve user interaction over time. The new content and keywords are primarily geared toward helping people who are experiencing barriers to employment easily find Bayaud. We also share Bayaud’s success stories and explain the significant role volunteers and donors play in serving our underserved communities.

The Results:

Bayaud’s new websites and content development strategy are just a few weeks old but users can instantly see huge improvements in the layout and mobile-friendly design. Through this new site, audiences can now see all the meaningful work Bayaud Enterprises contributes to the Denver community. Both the Bayaud Document Shredding website we completed in November last year, and this new Bayaud Enterprises website provide clear messaging on Bayaud does, the incredible value they bring to the community, and how people can connect with them.

FiG Advertising and Marketing is the leading marketing agency in Denver for website development, content marketing, branding, and SEO. Contact us to learn more about how we can help your business or nonprofit grow.