Rebranding RecallMax as MaxAssist with an Engaging New Website Redesign
MaxAssist, formerly recognized as RecallMax, is an industry leader in developing SaaS solutions that enhance patient recall processes within dental practices. As the company evolved, it recognized the need to modernize its digital footprint to better reflect its expanding suite of innovative services and more effectively engage with its target market – the dental industry. With the rebranding from RecallMax to MaxAssist, the company’s leadership identified this as a pivotal moment to not only update their brand identity but also to elevate their online presence through a cutting-edge website redesign.
In search of a partner capable of delivering a high-calibre digital transformation, MaxAssist entrusted our web design agency to lead this crucial initiative. The decision was grounded in our proven track record of designing and implementing impactful web solutions for enterprise SaaS businesses. Confident in our ability to translate their vision into a compelling digital experience, MaxAssist trusted our web design agency to craft a website that would effectively communicate their brand’s new identity and showcase their market-leading solutions.
Key Challenges
- Inconsistent Brand Identity – The RecallMax brand identity was fragmented, characterized by varying design elements, colour palettes, and messaging across multiple channels. This lack of consistnecy weakened the overall brand impact and hindered its ability to differentiate itself from competitors.
- Outdated Website with Poor SEO Performance – The former website was tired and outdated, leaving the overall brand experience lacking. The site was also difficult to navigate, resulting in low user engagement and minimal organic traffic due to inadequate SEO optimizations. Consequently, the site fell short of achieving its conversion and engagement goals.
- Content Management Challenges – The content management system was inflexible, posing difficulties for the marketing team in updating content, launching new marketing campaigns, and efficiently managing product information.
Web Design Goals
- Rebrand Identity – Transition the brand identity from RecallMax to MaxAssist, ensuring consistency in brand messaging and visual representation across the website.
- Enhance User Experience – Develop an engaging and intuitive website that effectively communicates the value propositions of MaxAssist’s SaaS offerings. The goal was to make information easily accessible and improve overall user navigation for prospective customers.
- Increase Engagement and Conversion – Design a website that not only attracts visitors but also converts them into leads. This included optimizing the site for various devices and incorporating calls to action strategically placed to guide users through the customer journey.
- Showcase Innovation – Create a platform that highlights MaxAssist’s cutting-edge solutions in patient recall technology, emphasizing their advanced features and benefits through a compelling digital narrative.
- SEO-Ready – Develop a strong organic search engine optimization strategy and train the MaxAssist marketing team to continue optimizing their website well into the future.
Our Approach
A Corporate Rebrand and Custom Website Design
Our team leveraged its extensive experience in enterprise-level SaaS website design to create a comprehensive strategy tailored to MaxAssist’s specific rebranding and digital needs. Each project goal was meticulously addressed through a structured process that all began with a comprehensive discovery session.
Discovery and Strategy
We began the project with a thorough discovery phase, conducting an in-depth analysis of web analytics, our crafty client questionnaire and a thorough competitive analysis. Our market research involved analyzing industry trends and consumer behaviours to gain insights into the current landscape of dental practice technology solutions. This research allowed us to identify opportunities for differentiation and innovation within MaxAssist’s offerings and promote these within the new website architecture.
We performed a detailed competitor analysis, which highlighted strengths and weaknesses. This enabled us to pinpoint gaps in the SEO landscape that MaxAssist could capitalize on. This analysis also shaped our understanding of effective branding strategies and user engagement techniques employed by leading players in the industry.
To gather qualitative insights, we engaged directly with MaxAssist stakeholders to provide invaluable perspectives on the company’s vision, core values, and unique selling points, facilitating a clearer understanding of the brand narrative that needed to be effectively conveyed through the website.
These efforts informed our strategic plan, which was designed to align seamlessly with MaxAssist’s rebranding objectives while ensuring relevance to the target audience.
User Experience Design (UX)
A key component of our design strategy was focused on user experience (UX) design, where we employed comprehensive wireframing for each unique type of page planned for the new website. This process established a solid information architecture, allowing us to define the layout, content flow, and interactive elements of the site clearly. By creating wireframes, we were able to visually articulate the user journey, ensuring that critical information was easily accessible and logically organized. This approach fostered a collaborative iteration process with stakeholders, enabling us to gather feedback early and often, making adjustments that aligned closely with MaxAssist’s vision and user needs.
