The Azalead Case Study

Azalead is a well-known company that is changing the B2B marketing. They pioneered a whole new approach to Account-based marketing with their hyper aware platform and integrated suite of ABM applications.

1. The pre-Forci times

The previous Azalead website was build using a premium template and it was relying on Visual Composer and a lot of shortcodes to display the different pages and their elements which made it hard for the content managers to create or edit pages properly.

2. On-boarding

We started lean – at first we worked together with Azalead on their previous WordPress website for a few months and then the idea came to create a completely redesigned version with extended content management capabilities.

3. The design process

We had to keep all the old website content in a way that doesn’t affect the SEO ranking so we planned all the pages mapping to the new structure with redirects and appropriate markup.

Also we had to build an easily extendable website so we applied our know-how in that field and planned a solid component oriented base on the top of WordPress.

Because of the market specific requirements, we suggested that it’s best to find and work with a US based graphic design agency with a lot of experience in the target market itself. Several meetings were done with Azalead and the design agency to clear all aspects of the design. In less than a month the design came and we started to work on the coding.

4. Coding

As we wanted to have completely customised components which are easily extendable, we didn’t use any front-end frameworks and we wrote the whole website markup which also provides faster browser rendering and better score with the website speed tests.

Together with the front-end, we started working on the WordPress installation and setting up the custom theme. We’ve used the database from the previous WordPress website as a start, but we needed to clean it up and to update it to work with the latest version of the system. That allowed us to preserve all existing pages and links, but again, as the previous theme was relying on Visual Composer, we needed to manually update the content of the pages later on to suit the new website and its improved features.

As we had a short deadline, we started with additional manpower for the front-end development so we can move as planned. As usual we used SASS to write our styles and as we were building everything in a component manner, it was really easy to have two developers working on the same front-end simultaneously. As soon as any part of the front-end was completed, it was passed for integration with the WordPress. That way we managed to complete the WordPress installation, setup and front-end and have a ready theme for less than 3 week.

The next step was to update all the content and complete the testing before releasing the website to production. That part was done by our content editors, working together with the Azalead team. We removed a lot of the existing pages and updated the content of the ones that we’ve kept.

The new administration was build in a way that for every different element of each component there was a different field in the administration. Thus we made sure that the content managers don’t need to handle any HTML markup which is important factor to eliminate the chance to break the layout by mistake.

Later a website personalisation was integrated to the homepage slider which displays specific content based on the IP of the visitor. This is actually part of the services that Azalead is offering and we integrated the Azalead’s API with the WordPress, where we did some website specific improvements. All information that comes from the API can be mapped from the WordPress administration so the output on the website could be even more customized.

5. Releasing and testing

We had to release the website around the Christmas holidays which is why it needed to be fully tested before that. Also we included as usual our zero downtime deployment procedure, so we can release new features easily and without any downtime.

6. Training

At the end we performed a training with the Azalead team and their content managers on how to add, update and control the appearance of the website content.

7. Feedback

The overall result was that Azalead had their website inherited by us and completely rebuilt in a way that matches all the best practices and allows the team to manage the content easily and quickly without the fear of breaking anything.

Today we continue to support the website as we are constantly improving it and extending its functionality, making Forci part of the Azalead team ensuring that we would always respond professionally and in a reasonable time to every feature or support request.

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