Bright Orange Thread was able to update our dated website into a clean and modern site. They worked tirelessly on the daunting task of organizing thousands of pages of content and kept us informed during the entire process!
Jeanette Feery, Marketing Director
Visit: www.brightorangethread.com
Long Story Short
MIDI Labs is a contract microbial testing laboratory specializing in identification and enumeration services.
If you don’t know what that means then you’re not alone. We didn't know either.
MIDI Labs wanted a website that was engaging and clearly conveyed to their audience who they are and what they do. Whoever they hired could not gloss over the fact that this stuff is complicated.
MIDI Labs had two options:
Because of our approach to marketing, our love of learning ‘how things work’, Bright Orange Thread was hired to work on their website. Now it was a matter of implementing our own expertise while learning about MIDI Labs’ science.
When digital marketing is done well it can be as complicated as any science.
Website builders have to wear many hats. They wear creative hats when writing engaging copy or using their design expertise to create pages that capture and demand attention. They put on a more technical hat when implementing CMS systems to do the backend building.
It’s a lot to ask somebody if they have zero website building experience and will slow down the process considerably.
To create a successful website for MIDI Labs, we had to put on those hats and use our own “science” to give them a modern site update.
We did our homework to make sure we had a firm grasp on the science that drives their business so that we could properly market to their target audience.
We then got to work on breaking down the information into easy to understand chunks and created site organization using navigation tabs.
Once we had the information broken down and organized, we got down to setting up Craft so pages were well designed with little effort, allowing a lot of focus on good writing. . . Craft made updating easy and allowed our client to go in and make changes if they desired.
This illustrates how broad the job of a digital marketer is. It’s a big ask to have someone who has no website building experience to create one from scratch. There are many tools and steps that need a certain level of expertise which is why hiring an outside marketing firm was the smart choice.
By the project’s end, we had launched a website that merged our expertise with MIDI Labs.
Bright Orange Thread used copywriting, information architecture and design expertise to craft a website that clearly illustrated to the target audience what MIDI Labs was all about. The resulting site is modern, organized, and impactful.
