A refreshing digital experience for one of New England's premier consulting firms.
Lower case. Big results.
The client.
blum (lower case) is the largest regional accounting, tax and business advisory firm based in New England. From their HQ in Hartford, Connecticut, blum has been changing the way businesses do business for more than 35 years. Offering a variety of services including auditing, accounting, and analytics, blum shows clients how to learn from the past, interpret the present, and move into the future.
The challenge.
When it came time to refresh their online presence blum turned to Digital Impulse to design and implement a new website that would reimagine the user experience and highlight the firm’s thought leadership and expertise. Through thoughtful UX/UI we developed a site structure that not only improved engagement and conversion rates, it also provided blum a platform to move into their own future.
A (big) step forward.
blum challenged Digital Impulse designers, developers, and brand strategists to create an engaging digital presence that invoked the company’s “step forward” philosophy of continuous improvement. The project began with a complete reinvention of the original site architecture, organizing separate services with intuitive navigation and intelligent search. Working side by side with the blum team, we incorporated the new brand identity into a seamlessly responsive, cross-browser and cross-device user interface that caters directly to the firm’s key audiences.
"This was an exercise in IA - we organized content in a smart way so that we could properly serve it to users. "
Travis Pease
VP of Design
It's all about people.
blum’s greatest asset is its people. The firm employs some of the best and brightest consultants across multiple areas of expertise. So in redesigning the website, the Digital Impulse team focused on increasing visibility — both on the site and in search engines with a comprehensive SEO strategy. We implemented contextual modules and authorship, and designed a new “Insights” blog with improved categorization and filtering to deliver hyper-specific content on-demand.
Together again.
Prior to the engagement, site content was spread across multiple subdomains and thousands of URLs, poorly optimized for search. The Digital Impulse technology team got to work, exporting, categorizing, and optimizing legacy content, and migrating every piece of content on to a single domain. Titles, tags, meta descriptions, and 301 redirects were also implemented as an SEO best practice.
How do you translate more than 35 years of industry-leading expertise into a single website? Working with blum, Digital Impulse took that challenge head-on, designing, developing, and optimizing an online presence for the New England consulting firm that introduces blum to potential clients through engaging design, search-optimized thought leadership, and intuitive navigation. Migrating thousands of pages and consolidating multiple subdomains, Digital Impulse held true to blum’s tagline, delivering a true, digital “step forward” for a brand already focused on the future.
