THE ALL-NEW DUDESOLUTIONS.COM
Bringing Client Confidence and Brand Passion Together
THE ALL-NEW DUDESOLUTIONS.COM
Creating a legendary website experience worthy of The Dude
The Dude brand abides, but the website didn’t.
Dude Solutions – known as The Dude to its fiercely loyal clients – provides maintenance and operations management software to schools, governments, healthcare and senior living organizations, manufacturing facilities, clubs and associations. But explosive growth fueled by recent acquisitions and new branding led Dude to realize they needed a new website to reflect their evolved business and be relevant to their expanding markets – which led them to the dudes at SCHERMER.
A top-to-bottom re-design was required to help represent the new brand and offerings, create relevance, and ultimately drive leads and generate revenue. Our pivotal “ah-ha”? To help accelerate prospects along their buying journeys by ensuring that when visitors come to the website, they see themselves in how The Dude empathetically mirrors their needs and situations right back at them – all designed and delivered with the company’s legendary and sincere “We’re here for you, because we’re one of you.”
Insights & Strategy
Discovery and research uncovered three key buyer insights:
Clients want a strategic long-term partner with genuine interest in their particular challenges
Clients need a partner with significant knowledge of, and experience in, their industries
Prospects access websites to quickly confirm offerings and to contact sales nearly immediately for details.
Building user confidence
The strategic takeaway was to build user confidence in Dude’s ability to ace these criteria with a buyer-focused, targeted approach.
We also included functionality to further refine and expedite the user journey by allowing website visitors to identify by industry and eliminate irrelevant content right from the home page – or on any page.
And to cement prospects’ confidence in a meaningful and productive relationship with Dude Solutions, we made seeing customer testimonials and contacting Dude as simple as a handshake.
Seeing the customer as hero
In everything Dude does, the customer is hero – often an unsung, often-unrecognized hero at that. Our design approach was to ensure that visitors see images of operations management professions just like them – and the hard-working members of their teams – right alongside images of a product’s dashboard for solving problems just like theirs.
In collages of operations professionals, their teams, their environments, and Dude software UI elements, we created storytelling devices clearly communicating how Dude understands, cares about, and solves clients’ problems.
So that website visitors could easily imagine themselves working with The Dude, we planned not only for improved images of their software solutions’ UI, but introduced images of actual and diverse humans – managing everyday tasks, leading their teams, and optimizing their operations.
Nailing the brand + results, while honoring visitors
Ninety days following launch, conversion rates doubled while content engagement improved 75%. More importantly, our strategy to deliver a tailored client-centric experience for Dude’s target industries quickly cinched impressive results; prospects who engaged with industry-tailored content were 4x more likely to contact sales and 5x more likely to request a demo.
For current clients, the website affirms that Dude is alive and thriving, able to serve them even better. For prospects, it streamlines efforts to know Dude, understand if a relationship would be fulfilling, and reach out. Whether they want to call, schedule a demo, or confirm Dude’s industry expertise, they’ll easily learn that Dude cares about them and all the things that are stake every day for operations and maintenance management professionals.
EPILOGUE
About 24 months after this new website and brand campaign launched, Dude Solutions was acquired by Siemens for $1.875B and rebranded as Brightly. As a result, this website is no longer live. But with a project like this and payoff like that, people will always remember the Dude!
2x
increase in
conversion rates
$3.6M
in pipeline value
$600K
in closed deals
WHAT WE DID
CMS recommendation
Stakeholder working sessions
Measurement/performance baseline workshop
Content audit
Competitive audit
Voice-of-customer interviews
Website strategy
Information architecture
User-experience design
Design concepts
User-interface design
Content creation
Copywriting
Design system & component library
Developer UAT guide
Quality assurance testing
Post-launch measurement & reporting
