When you serve a niche market, the key to reaching prospective clients in today’s world is a user-friendly website that ranks high in search results. And if you can find an agency that has some insight on your industry to help you develop it, you’re made in the shade. This is why Graham Whiteside, Owner and Founder of Anatomic Excellence (AE), reached out to Beyond Marketing.
Made possible by Graham’s partnership with von Hagens Plastination (vHP) in Germany, Anatomic Excellence is North America’s only sanctioned agent of pre-dissected, plastinated human specimens for the purposes of in-depth anatomy education, training and research. So, super niche. But! Our team is hyper-familiar with vHP because we built a site in 2019 for Experience Anatomy, which happens to use a broad array of plastinated specimens sourced from vHP. We spoke the same language as Graham during our first meeting, and we hit the ground running from there.
Graham tasked our team with a number of exciting challenges.
First, we needed to make the relationship between Anatomic Excellence and vHP crystal clear. Anatomic Excellence is vHP’s exclusive sales partner in the US, Canada and the Caribbean, but AE is not a subsidiary of von Hagens Plastination. We were to prominently feature both companies across the site to the satisfaction of AE and vHP, allowing the decades-old vHP brand to bring credibility without diluting the critical role of Anatomic Excellence.
Second, the project required that we present a lot of historical and technical information in a way that could be easily digested by a variety of stakeholders and prospective clients. In doing so, we also needed to be precise in capturing Graham’s “voice”. As a singular entity, Graham would rely heavily on the website as a sales tool and would feature it frequently during presentations and pitches; it needed to accurately reflect him.
By project launch, we were agreed that success would mean:
- Developing clean, crisp, and easy-to-navigate page layouts
- Thoughtfully incorporating photography to grab and hold prospects’ attention
- Optimizing the web copy for Google Search
- Adding clear calls to action
As a healthcare professional and anatomy educator, Graham was frustrated that his original logo suggested the flow of oxygenated and deoxygenated blood through the heart, but that it wasn’t accurately depicted. His first order of business, then, was to work with our brand specialist to refresh the Anatomic Excellence logo and establish a visual identity guide.
After months of dialogue and development, in March 2022 we launched the new Anatomic Excellence website. It’s polished and professional, but approachable. Graham is thrilled with the “wow” factor of the homepage, the balanced design across the site, and the copywriting – which, he vocalized, well represents him as an individual and his product. Best yet, the optimized copy has enabled a significant increase in Google Search visibility and in site traffic.