Creating a Customer-Focused Website for Dental Supply Partners
Burkhart Dental Supply offers quality products and services to dental professionals throughout the United States. To celebrate their 130 year anniversary, Burkhart rebranded and wanted a website to reflect its new identity.
During our initial conversation with the marketing team at Burkhart, we found out that they inherited the existing website on a legacy content management system. As a result, they could not update it on their own and much of their content was out of date. The team needed a new and responsive website to reflect their brand on a platform that is easy to update.
User Research Informs Organization
We began with user research to better understand user behavior and identify their primary goals. We interviewed Burkhart Dental Supply employees, partners and customers. The information we gathered helped us map their audience’s journey and informed how we organized the website.
Content Strategy Supports Marketing Initiatives
In addition to user research, we worked with the Burkhart marketing team to perform a content audit to determine which content could be archived and what content was needed for the new website. The content audit helped us develop a sustainable strategy that reduced the total amount of pages on the website and provided valuable information in a clear and succinct way. After the audit, we held a content governance workshop to ensure the marketing team was equipped to produce valuable content post-launch.
The result was a modern WordPress website built around customers’ needs to support Burkhart’s marketing initiatives. The team was pleased with the results and customers can connect with the information they need on a website that is easy to navigate and engage with.
