FiberMark, a global leader in manufacturing innovative, fiber-based specialty covering materials for world-leading brands, recently unveiled a strikingly improved and visually stunning new company website (www.fibermark.com), The new website represents a marked departure from the former site, inaugurating some sweeping innovations and enhancements.
The project to revamp the FiberMark website was several months in development. A project team composed of internal FiberMark marketing professionals and external contractors who specialize in Web design, programming and content development collaborated on the new site.
“From the onset, we took a very strategic approach to the site’s redesign,” explains Danielle Cutler, FiberMark Marketing Manager - Communications, who spearheaded the project. “We asked ‘How are we organized, what are our strengths, and what are our global customers looking for when they visit our website?’ It was critical to the project that we take a customer- and market-focused approach. Before we even got started, we had a series of meetings to simply define what our goals and messaging would be, and how the site would look and be structured to improve its user friendliness for our visitors and offer solutions for them when they visit the site.”
Chloe Jones, president of FreshJones, a Greenfield, Mass., firm retained to develop the site, explains that the new site offers visitors a much more dynamic, integrated approach to its use. “We developed it to align with FiberMark’s designated market segments, with a home page for each and every market FiberMark serves. In that way, new visitors can hone in on their particular interest immediately.” Jones adds that a primary goal was addressing content and delivering text that was outward-focused, in order to meet the needs and concerns of the FiberMark website audience. The site also offers traditional navigation and search tools, which are particularly useful for visitors already familiar with the company and website.
Jones explains that the new website’s programming structure was designed to accommodate FiberMark’s many market segments and their vast array of products. “We created dynamic pages that are database-driven, which enables the company to create relationships with the product data across different areas of the site, such as ‘News,’ ‘Environment,’ and ‘Design,’” she notes. “Whether it be the virtual design tool or the gallery of award-winning designs from customers showcasing how products can be used, the information presented and gathered through the site is much more sophisticated, dynamic and refined. It’s a really diverse tool.” She also notes that the site is designed for an optimal visual display for the current mix of communications devices, including desktop computers, laptops, tablets and smart phones.
As Cutler emphasizes, “We’ve taken an approach to build this new site from the ground up, to build in the design features and technical functionality that we know our customers want to have. Now there are many more targeted paths for users to find their way through the site, to get to the information they need easier, quicker and with better results.”