Client
Roadstar Internet

Client Information
Roadstar is the premier wireless broadband network provider serving enterprise and residences in Loudoun County, Virginia and the surrounding mid-Atlantic area. Roadstar operates its own wireless network using various licensed and unlicensed spectrum.

Services

• User Research
• Prototype Design
• Search Engine Optimization (SEO)
• Front End Web Site Redesign
• Custom PHP Content Management System (CMS)

Problem
Roadstar Internet’s old site did not accurately reflect their brand or meet their changing needs as they reached out to new markets in the region. The design was generic, the code was not search engine-friendly, and the site architecture was redundant and confusing.

Solution
Our design built on the Roadstar Internet brand by using its signature blue (after the Blue Ridge Mountains) along with warm accent colors. While many sites feature “lifestyle” photos that show generic people working with laptop computers, we chose photos in which people look directly at the visitor. With rich textures, classic colors, and friendly faces, the photos create an immediate emotional connection and demonstrate how Roadstar Internet’s people make all the difference.

Our Flash based navigation system placed information into major categories. We narrowed navigational choices on all pages to key categories, then offered visitors access to a wealth of information with only one click. A  mouse trigger event is assigned to each category of information so visitors can easily tell when they’ve switched categories.

The redesign also allowed for an expansion of site content. The new site describes products and services in greater detail; plan comparison charts and other tools help visitors decide which product is best for them and how to contact the appropriate staff.

Project Results
The redesign brought a quick and overwhelmingly positive response, immediately leading to more sales. Search engine ranking increased and both customers and internal staff found  the site much easier to use. Because the site captures the brand so well, its design elements are appearing in new print materials.