Case Study: Constructing a Website in a Day

Client:  Windward Leadership

Industry: Professional Services.

Overview:  Jim Ruprecht, Principal at Windward Leadership had a new book being published, and needed to get a new website launched in coordination with the publishing of the new book.  What started out as just a book microsite, ended up being the new name of the organization, and an entire company site, including book-specific pages.

The goal:  To have a foundational website and infrastructure in place so it's easy to manage (i.e. add new pages, and content, create lead capture forms and flows), and will have a capacity to generate, capture, and follow-up with leads effectively and easily.

Technical Know-How:  There is no technical knowledge.  It needed to be manageable by a business user, who doesn't have knowledge of HTML.

Background:  The publisher of the book was hired to also design a website for the book.  This design was delivered as a Photoshop file, as well as full HTML pages with images (for the mocked-up pages that were designed).  The Photoshop files were used to create the modified header (so it wasn't just for the Book, but for the organization).  Genoo provided the Photoshop expertise to edit the Photoshop files that Windward Leadership was provided by the book publisher.

The content for the pages was written and ready, prior to the day in which the site was constructed.

Prior to the work starting, Jim Ruprecht, who actually constructed the site, had no prior knowledge or training in how to work with Genoo's tools.  He started at approximately 10am, and stopped at 6pm.  He took an hour for lunch.

Steps: 

1. A new account at Genoo was created.  A new Microsite was added.  Standard templates of 1024 pixel fixed-width, 2 column (right small) was selected for the site.  The web-color codes were used within the Settings tab for the Microsite to establish the body background color, and the column background colors, as well as the font size, type and style.  No knowledge of CSS was required.
2. The header image was uploaded to the Settings page.  Once defined, if not overridden on specific page, will serve as the default header for the site pages.  A custom footer image was also defined under the Settings > Advanced tab > Custom Footer HTML entry area (which is a WYSIWYG editor).
3. That provided the framework for every page at the site.  Now all that was necessary was to identify the pages, and add the specific content and images to the page.
4. Using the CMS within the Genoo Microsite functionality, the pages and content were added within the day.  And calls-to-action for lead generation were constructed, that will automatically trigger a Lead Nurturing Sequence of emails when a site visitor signs up to receive the free-trial of the book over a series of weeks.  Again, all of this was put in place without any specific knowledge of HTML or web development.
5. The leads captured are placed into a Lead Type within Genoo's lead management capabilities, and the emails will be constructed and sent using Genoo's email capability.
6. The images of the pages show the size of what was accomplished -- essentially 15 pages on the website.  2 lead capture forms (one on the Try Before You Buy Book installment offer, and one on the Contact Us page).  Leads will be captured into the system -- and lead scoring was implemented right at the outset of the site creation.

Completed on Day 2:  Individual landing pages for the Book Trial installment series for downloading different PDF's from the book, and the Auto-Responder email series that will be sent for the Book Trial installment series.

Not bad for a business user and a day of work!

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