As we close out 2021, we would like to look back at a major project we undertook this year. We've referred to this as the “PSPINC brand consolidation” project.
As an online technology company, we are constantly evolving. To do this, we're always looking for ways to optimize and level up our products, services, and websites. Mid-year, we discussed how we can continue to drive meaningful traffic to our sites and services.
At PSPINC, we offer a large number of products and services, each with its own unique name and domain. This has allowed us to cleanly separate one product from another. But it did introduce challenges we were looking to solve.
Brand Recognition Confusion:
With all services being uniquely branded with a product name and domain, it made it difficult for people to identify that these services were products of PSPINC.
Fragmented SEO Efforts:
With so many products, our efforts to optimize our marketing and drive traffic were very challenging. We were attempting to advertise and grow so many different domains, which made it difficult to have a singular focus.
While we have many services that still operate independently (Bloguru, Japanese-Online, Denrei, ClockLink), we decided to consolidate all our public-facing product websites into web pages on pspinc.com.
This would solve both of these challenges by:
- Clearly defining PSPINC as the company, and the product beneath that. Since all product pages would have a pspinc.com domain and the PSPINC branding in the top left.
- Allowing us to focus the bulk of our marketing efforts on the domain pspinc.com. Since these product landing pages would all be on the same domain, it would make our processes much more streamlined.
How We Did It
This was a large and ambitious undertaking. We broke this down into three phases to best ensure we could iterate and release enhancements regularly.
Consolidating our product sites into product pages wasn’t as easy as building out new pages in the existing PSPINC website. We went completely back to the drawing board to come up with an updated sitemap, wireframes, and mockups. This allowed us to data-mine and structure this with our goals in mind.
From there, we developed all of the existing pages for pspinc.com with the new design, linking all of our products to the existing product pages. This allowed us to release the new design while leaving the existing product sites as is. Helping us mitigate very complex deployments over 14 domains.
Phase 2 - Build product pages under the new pspinc.com
The next step was to consolidate our existing product sites down to simple product pages on pspinc.com. We did all of this on our development server, building them out one at a time. This was followed by thorough testing by our Designers and QA Testers.
Phase 3 - Deploy new product pages and redirect traffic from the old websites
The last phase of the consolidation project involved deploying these new pages. Specifically, we needed to remove the old website on the original domain and redirect traffic to the new URL.
For SEO purposes, it is extremely important that you set up permanent redirects for all old pages that no longer exist. It is a way for us to tell search engines that the old page is gone, but there is a new page with the content they are looking for. That way they can update their search results and we don’t run the risk of users not being able to find the pages.
Thanks to our team of extremely talented Designers, Developers, and QA Testers we were able to complete this major project this year.
If you have any work you need done on your website but don’t know where to begin, please let us know. We have the experience and knowledge to help not only make the changes but define an efficient and organized process to make your online dream a reality!