Challenge
Zingerman’s Community of Businesses is a beloved Ann Arbor institution with a family of food-related companies and entrepreneurial ventures. Their well-known consulting brand, ZingTrain, has been helping businesses become the best version of themselves for 25 years through seminars and one-on-one consulting. Feeling that their website was dated and didn’t provide an intuitive user experience, we helped them reimagine it in a way that drove conversions and effectively communicated their value proposition.
Solution
We developed a content architecture and site map that prioritized the user’s journey and organized their wealth of content, all while authentically staying within the parameters of the Zingerman’s brand. We expanded the homepage to put ZingTrain’s inspiring elevator pitch front and center. The content was organized in a way that would allow visitors to spend more time on the site and didn’t feel too transactional. We made sure to introduce the brand, call out key differentiators, explain their available services, and answer every visitors’ burning question: “What’s in it for me?” Adding some Zing We brought elements of Zingerman’s brand to life by thoughtfully adding their icons, textures, and illustrations throughout the pages. Our creatives teams collaborated closely to help refine colors and illustrations.
Results
The launch of ZingTrain’s website couldn’t have come at a more perfect time as they were launching their first virtual workshop amid the COVID-19 pandemic. On the first day of the live site, they sold 21 seats to the workshop!
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