Website Design and Development | Branding and Messaging
Y&L Consulting is a global provider of IT enterprise solutions and professional services. Headquartered in San Antonio, Texas, Y&L has assisted many of the region’s largest companies with their IT analytics, architecture, programming, and integration needs. Y&L is owned by parent company YASH Technologies, which has over 6,000 employees worldwide, 17 sales and development centers across six continents and operates two nearshore development centers.
Robot Creative took on the task of re-designing a large content-based site, giving the client better lead capture sections with improved UX (user experience), dynamic content and uniform templates. The Y&L website has been recognized by the Summit Emerging Media Awards in the B2B Website category.
As the result of several acquisitions, the existing Y&L Consulting website had grown significantly over time, with nearly 200 pages of static content, provided by different branches with varying formats, messaging styles and imagery guidelines.
A large part of the project involved the reorganization of content to more accurately reflect the company’s featured offerings and to improve navigation and usability for site visitors.
“Since the launch of the refreshed website, Y&L has received major online leads due to the richness of content (written and video), intuitive navigation elements and clean design. Leads have included several multi-billion-dollar international companies.”
The core branding and visual identity provided by Y&L Consulting included a logo and a library of printed materials based on a limited color palette and a few supporting background graphics. In contrast to the printed materials, the existing website had grown inconsistent from one service line to the next with different departments providing highly technical content, charts and graphics.
ROBOT developed a style guide to help bring consistency with branded content. The style guide included an expanded color palette and graphic guidelines for fonts, icons, charts, photography and background images. Messaging guidance was provided to help standardize the communication of service offerings.
In the first seven months after the new site launched, organic visitors stayed on the home page 11.5% longer than the prior period. Average time on the main service pages increased more than 150% and unique page views to those pages increased more than 320%. Web visitors stayed on industry pages 17.5% longer and bounce rates decreased by 12.4%. Average time on page for the home page and main navigation pages combined increased by 66.4%.