Lansing Melbourne Group Website
With our Lansing Melbourne Group (LMG) brand refresh and extension project wrapped, we rolled right into developing their new website. The original site had foundational issues—a new portfolio hierarchy would make their work easier to discover. They were coming from a hosted platform and we knew we could get them on the right track with a Squarespace site.
Before: The previous homepage design was feeling dated—and needed a content restructure to better represent LMG’s work.
Squarespace is one of the most reliable hosted website platforms available, and it comes with a wealth of documentation. It’s easy to manage, so our clients are more likely to develop (or continue) the habit of adding new posts. For those reasons, and more, Squarespace became the path forward to a new LMG website.
We kicked off by reviewing comparable sites, plus a few sites LMG identified as aspirational. We discussed audiences, messaging goals, and future plans, which all came together in the site’s new information architecture (IA). One of the primary benefits of the new IA is that News drives the Portfolio. Before, portfolio pieces were added as hardcoded blurbs spread across three types of portfolio pages. That setup was limited in several ways: They could not link anyone to a specific portfolio piece, for example, and any information about projects was sparse due to the layout. Now, portfolio pieces are added as posts via the blog—and are automatically driven to different areas of the site, thanks to categories and tags. Dynamic, streamlined content is a huge win for user experience, search engine results, and marketing strategies. It could only benefit LMG, creating space for them to talk about their work in new, different ways.
We did a complete content audit to make sure we could fill out the new IA before we started migrating—the old site didn’t provide any export options. It’s a key step in website refreshes because it’s an opportunity to spot and fill in any holes before we reach the design phase. We make sure that every page has content that flows as intended for great user engagement. Beyond the site rebuild, we also ensured we had everything to launch their new spinoff: LMG Capital Advisors.
The brands we built worked out beautifully, and new, high-res photography from LMG projects keeps the site looking fresh. We’ve given LMG lots of room to grow their online presence, and we’re excited to see where they take it from here.
After: The homepage now summarizes LMG’s services, offers a clear path forward for users, and shows off more portfolio pieces at a glance. The updated brand styles create a better sense of content hierarchy and establish a professional yet friendly, modern look.
Let the team at HALO 22 build a site to meet your goals. Contact us today.
