The solution:

The new and improved ActivLife website features three portals or entryways, catering to the three distinct audience needs:

• managing your pain
• recovering from injury
• supporting women’s health.

It’s all about articulating the benefits first, and the product/technologies second, which not only differentiates ActivLife as a caring, problem-solving business, but also makes cogent initial connections with visitors.

“This approach leads visitors through to one of three separate websites with specific messaging, products, language and value propositions customised to their customer sub-group,” explained Jim. “It enables ActivLife to target each group and even utilise different URLs to attract and direct external traffic straight through to the relevant website for their needs.”

“ActivLife’s new online presence extends its digital footprint and gives greater reach and therefore greater awareness. We focussed on creating a presence that is professional and engaging and positions ActivLife as a clear leader in the online space.”

The site features a full online store, a help centre, an Umbraco Content Management System, a blog, calls to action, a hierarchy of product and technical information, and builds a strong foundation for social media activity.

“Demonstrating the value proposition is far more important than just stating it. This site builds a framework for ActivLife to rollout a powerful social media and online strategy that will achieve that and more,” said Jim. “It’s a very strategic approach that will help establish dialogue and conversation about the product benefits.”

“Nothing speaks more loudly to the market than real people who really know the products.”