Case Studies
NexGen Ergonomics: Web Site
Challenge: Launched in 1997, the NexGen Ergonomics corporate Web site was in need of a new architecture and design to support its greatly expanded content and available product information in 2000. The company also wanted to add some useful resource information for ergonomics professionals and to expand its listing and rankings in the major Internet search engines.
Solution: With more than 150 pages of content to repurpose, Scottmark came up with an elegant new navigation scheme and design for the site that would enable most of the existing content to be used without major recoding. The new site was also carefully optimized for specific key words and resubmitted to the major search engines.
Deliverables: Our new design for the navigation of the NexGen site included a collapsible menu structure so that the corporate/product information and general ergonomic resource information were effectively separated yet still only one click away from each other. Cascading style sheets (CSS) were used to provide a consistent new look to the text heavy site without having to rework the existing HTML code on every page. The straightforward site design was chosen to facilitate frequent updates and product additions and to provide a neutral framework for presenting a diverse amount of product information that often originated from manufacturer sales sheets with widely differing formats. Before submission to search engines, specific pages of the site were optimized using a variety of techniques including keyword density, naming procedures, links, alt tags, and meta tags.
Results: With its useful blend of free resource information and a wide assortment of relevant products for sale, the NexGen Web site has become a very popular destination for professionals in ergonomics and biomechanical job analysis, design and research. Despite its niche market, the site consistently receives thousands of visitors per month. Search engine referrals have played a significant factor in the site's success due high rankings for several key words and phrases.
Link: www.nexgenergo.com
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