Paramount Field Services
A trailblazer in the land services industry
What’s the most important question you should ask before designing a website? It’s not who you are or what you do. It is, in fact, who is your primary audience? When we asked Paramount Field Services this question they surprised us a bit with their answer.
– M. Blake Susman, CPL, President & CEO, Paramount Field ServicesHoly Moly! I knew you’d do a great job!
We have two primary audiences, they said. Land owners and companies who work with land, and we need our website to speak to both. From there we jumped right into the messaging. What is the clearest, most concise way to explain to both sides that Paramount is in the best position to get each what they want?
Design with something to say
First, our brand write came up with the headline: Find Common Ground. Clear, concise, clever without trying to hard. Every project is different, but in this case we let messaging inspire design.
Dare to be bold
Next, our lead designer took over and translated this language into a bold visual style that features dramatic earth tones and embedded iconography related to the services they provide. It’s a grand vision, and it’s one that appeals strongly to both ends of the spectrum.
Landowners are put at ease by the calming colors and land developers are impressed by the weight of experience on display. The marriage of epic landscape imagery and bold typography makes for a truly breathtaking design.
In terms of functionality, we cover a lot of ground without bogging visitors down in complicated, nested navigation. Services are all contained on one page with expandable modules, while team members get their own bio pages and unique URLs, for sales purposes.
Despite the use of hi-res imagery, we’ve optimized each page to load without pause. And finally, there’s a quick contact form above the footer to maximize conversion. Put that real estate to use!