Generate Results with User Focused Strategy & Web Design

Overview

The Invention Development Fund (IDF), part of the larger Intellectual Ventures organization, works with new inventors worldwide to help them bring their inventions from the idea stage through development and into the marketplace.

The Challenge

IDF was seeking a website that would clearly present their value as a service to inventors, and invention companies, of all levels, while at the same time established a design and style that would differentiate themselves from their parent company to create a unique brand.

Website Strategy

Every website we develop is focused around fostering conversions, whether that be online sales, generating leads or providing information. For IDF, the greatest value to be had from a website was in lead generation. To meet this goal, the majority of design and content on the site was geared towards encouraging users to fill out and submit a lead capture form. This was accomplished through responsive design, clear calls to action and streamlined copy. But what good is a well-designed website if no one can find it? To bring IDF’s target audience to the site we undertook keyword research and implemented our findings throughout the website copy, site architecture and metadata to create a lean, mean SEO machine. The end result is a website that sports high visual appeal while targeting each level in the ‘sales’ funnel.

Core Website Elements

IDF wanted their diverse client base and sophisticated offerings to shine through in their website design. This was particularly important in the development of the case studies portfolio, which would serve as a way to connect with clients by demonstrating real-world examples of the benefits of IDF’s services. From a marketing standpoint, we sought to develop a portfolio that was congruent and spoke directly to each type of company – whether small, mid-size, or multinational.

User-Focused Design

Once the groundwork architecture was established, the next task was to flesh out the experience of the website. Like most Sayenko Design projects, we worked to create a user experience that exudes a clean, modern, and professional feel. The site is highlighted by expressive imagery and dynamic HTML5 videos that tell a powerful brand narrative, which plays an integral part in user conversion flow.

Personal Touches

The prominent use of background video instead of the typical banner image provided an immersive touch for new visitors. To provide a personalized feel to the website we featured images of key IDF team members on both the contact page and homepage, which helped to separate the site from typical corporate websites (which rely on stock photography). Additional graphic touches included a map illustration to reinforce global expertise.

Integrated Form

The ability for new inventors to easily sign up to IDF’s global inventor network was critical to successful lead generation on the new website. Sayenko Design optimized the signup process by creating a custom API form that synchronized directly with the Invention Network website. The end result was a faster sign up for users, enhanced conversion tracking, and an increase in new accounts.

Database Integration

In a major addition of value for IDF, we were able to seamlessly integrate a large database of over 4,000 patents into the new website. The database is sortable, searchable and looks great on a mobile device. To maintain relevancy the database periodically checks for new updates in the company systems.

The Results

The IDF website project serves a prime example of the robust development process we take all of our clients through. We very much enjoyed working with their team and were inspired by their direction, feedback, and contagious passion, which allowed us to take an initial strategy and create a website that was both unique to IDF’s brand and highly functional. We are excited to continue the relationship as we now focus on search marketing and continually enhancing conversion optimization.