Client Overview
Lectenz Bio is a pioneering company dedicated to making glycoscience more accessible. They simplify glycoscience methodology through their innovative products and services, which have become well-known within the glycobiology community.
JHMG was engaged to rebuild the website with an overarching goal to help Lectenz Bio scale, in part by reaching more researchers and industry professionals in other scientific areas who need to incorporate glycoscience methods into their work.
What Problems Does the Lectenz Bio Site Rebuild Solve?
The new website needed to address several areas to optimally engage a broader target audience:
- First, new website copy needed to be developed to emphasize the value of each offering. This value had to be made clear to audiences who are not always aware of the drawbacks of alternative approaches in particular use cases.
- An SEO strategy was also necessary to expand the site’s visibility. Furthermore, the online store required reorganization to help site visitors quickly find what they need.
- The visual design and user experience also needed to be updated and brought into alignment with the company’s innovative image.
- On the backend, the dashboard was cluttered due to an old theme and outdated Visual Composer, making content updates difficult. Custom code restrictions further complicated updates, underscoring the need for a streamlined backend.
Project Goals
Our Approach to the WordPress website rebuild
We used the time-tested StoryBrand framework to develop the overall messaging strategy, as well as the messaging for each of four major offerings. The StoryBrand framework was well-suited to this project, given its ability to simplify complex offerings by emphasizing the customer story.
The many benefits of the Lectenz Bio solutions were highlighted on multiple levels by our StoryBrand certified guide, Dr. Michelle Cobb, whose scientific background helped her to ask the right questions and grasp critical nuances during an extensive discovery and collaborative process with Lectenz Bio.
Dr. Cobb worked closely with our SEO specialist to ensure that the resulting copy was not only clear and compelling, but also SEO optimized for the relevant audiences.
To revitalize the site design and build, we chose a fresh WordPress install using the Divi theme, carefully avoiding changes to the existing WooCommerce setup. We created ‘presets’ for each Divi module used on the website, ensuring consistency and ease of building. These presets, including button styles and typography choices, are detailed on the Lectenz Bio Styleguide page. The design features ADA-compliant sans serif typography for better readability and a consistent color scheme reflecting the company’s brand identity.
Design & Development Insights
Design Elements The new design incorporates a subtle background pattern of hexagon shapes, symbolizing the molecular structures involved in Lectenz Bio’s biotech work. The consistent use of Divi presets not only streamlined the design process, but also enhanced the website’s load times. Color Scheme The color scheme remains consistent with the original, using the four colors from the logo: purple, yellow, blue, and red. Purple serves as the main color, while yellow and blue act as accent colors, maintaining a solid and recognizable brand identity. User Experience The online store navigation was restructured around the three main applications of Lectenz Bio’s technology: glycan detection, glycan profiling, and glycan processing. This clear separation improved the user experience by delivering tailored messaging for each category. Content Management The transition to Divi made content updates significantly easier compared to the previous Visual Composer builder, allowing the Lectenz Bio team to manage their site more efficiently. Mobile Responsiveness Ensuring mobile responsiveness was straightforward with Divi, which provided a seamless experience across all devices. WooCommerce Integration The existing WooCommerce setup was left untouched, ensuring a smooth transition. In order to accurately import orders made during the development period, we carefully mapped the export and import data.
