Express Metrix refreshes their website and their brand to coincide with the launch of their latest product update.

the success story

Express Metrix, a global, award-winning IT asset management software company was in need of a brand refresh to elevate their position in an increasingly crowded market. In response, Mural performed an extensive BDS (business development session) to make plans for a SaaS version of their product, as well as a creative audit of their existing marketing materials. This meant a thorough review of web site content, user experience, functionality, SEO (search engine optimization), and offer and product positioning.

From the extensive audit process, Mural took the discoveries and put together an action plan, recommending 10 prioritized next steps. A major problem was overall brand perception. The quality and price point of the Express Metrix product line meant it was competing with much larger companies, but the overall look and feel of the former web site lacked a corresponding air of professionalism. The result of our website redesign was a site that established a high quality brand and resonated with the target audience. Functionality was reworked to match real user behavior, content was optimized for organic search, and body copy and messaging was streamlined for clarity and readability. Navigation and overall UX (user experience) were based on actual user engagement patterns and buying behavior, which meant correct positioning of CTAs (call to actions) and leveraging up sell and cross sell opportunities where they made sense.