It is not about you.

By | November 19, 2019

It is not enough to tell people what you do. Site visitors care about something much more important.

laptop showing website

Note: This case study highlights the importance of understanding what motivates people to act.

After ten years Compumation recognized their website looked old, but they didn’t know where to begin. Since they were not making a strategic business change, we didn’t recommend they rebrand. They clearly needed to address out-dated web technology and bring the UI (User Interface) design up-to-date, but Spire2 saw a bigger problem. Their old site strictly communicated capabilities, and did not include a call-to-action. The main focus of our engagement would involve improving the content. Even though their existing site was accurate, it was all about them!

It is not enough to understand who your target audience is.

Compumation knew their target audience demographic very well. Because they had a narrow focus and knew the “who” (demographic), we focused on psychographics to understand “why” they buy. When you understand the “who” and “why” you can write content that motivates people to act. We rewrote all the content highlighting how Compumation solves their client’s problems. We focused on “no surprises” and because websites are not viewed in a linear fashion we reinforced this message across the site. For example: the experience and longevity of Compumation’s team ensures projects run smoothly and without surprises — music to a project manager’s ears.

How do you measure success?

Compumation made it clear that they were not interested in building a lead generation site, but we made sure that we put the right foundation in place. It will build more confidence when prospects visit their site as they will leave feeling like Compumation understands what they care about.


The new design brought the site up to today’s technology standards to improve search engine visibility. Since the companies focus is on automation, we couldn’t pass up the opportunity to include a video animation of automation. Visit the site.

mobile views of Compumation website

Jeffery James
Jeffery James
Jeffery is the Creative Director and Principal of Spire2. He brings marketing expertise from a variety of industries. He excels at understanding clients' corporate objectives, translating them into brand positioning and executing marketing materials that exceed expectations.