WordStream: Responsive site redesign and enhanced content-administrator accessibility

Isovera implemented a fully responsive Drupal website for WordStream that provides a great user experience for both site visitors and the internal marketing team that manages it.

WordStream, Inc. is a provider of software and services that enable search marketers to maximize the performance of their Pay Per Click and Search Engine Optimization campaigns. WordStream chose the Drupal platform for its flexibility, power, and SEO friendliness.

In fall 2014, WordStream began to have site performance issues and reached out to Isovera to help resolve the problems that were hampering many areas of the website, making the technology company, as a whole, look bad.

Observing WordStream’s pain points during the period of troubleshooting the issues, and providing development support, allowed Isovera to better identify solutions for a new project — a responsive site redesign. Isovera teamed with top-tier UX designers, Fresh Tilled Soil, for this ambitious project.

Componentizing for power

Isovera’s approach was to address WordStream’s needs granularly by componentizing the site’s architecture. Building individual components that were easily managed gave tremendous power to the WordStream team. In addition to the need for providing content administrators easy and flexible ways to add their own content, the folks at WordStream also wanted A/B testing-readiness and the complete freedom to add pages with unique components. The marketing team at WordStream regularly executes A/B testing for pages and offers, along with content to cultivate brand awareness to better inform site visitors. For example, editing their pricing page had previously been a cumbersome, taxing experience that often led to request outside developer resources to perform this function. With the new site architecture and design, it was so easy to use that WordStream created a new pricing page on the fly on the day of launch!

Understanding the team

With a firm understanding of the organization’s workflow, technical issues and stakeholders, Isovera provided WordStream with spot-on timeframe estimates for each component of the project and stayed on schedule and within budget. WordStream.com is now a fully responsive site that provides a great user experience for both site visitors and content administrators.

To ensure a smooth content administrator experience, Isovera’s development team sat down for multiple user interviews to further grasp the functionality challenges the WordStream team was facing with their previous Drupal build. The user interviews enabled Isovera’s developers to brainstorm solutions to create an improved site and content administration experience for the WordStream team of internal content editors and site builders.

With a firm understanding of the organization’s workflow, technical issues and stakeholders, Isovera provided WordStream with spot-on timeframe estimates for each component of the project and stayed on schedule and within budget. WordStream.com is now a fully responsive site that provides a great user experience for both site visitors and content administrators.