That is the case with Mi-Case. Their contracts are so large in depth and scope that a new client for them can truly change the landscape of their company for years to come. They sell custom offender management software to state governments. Meaning they don't have a ton of potential clients to sell too!
This means a website message that actually works for them and not against them could mean everything in terms of business growth.
The entire project included brand strategy and messaging work, a full visual rebrand, and design of multiple assets for marketing and proposals.
BigBigStory focused on the website design and website content.
Here is the website before:
A few major things you'll see is clearly an updated design. Studies show that in 50 milliseconds (that’s 0.05 seconds) a user has already formed an opinion of your business from what they've seen when your site loads. We cleaned up the design and created a professional look for Mi-Case!
Also the messaging speaks to the customers Mi-Case is trying to reach (Corrections Professionals). When you look at the header of the old site "The Ultimate Toolkit for Offender Case Management." Great! It's ultimate. That sounds useful. But what does that really mean?
And further down the page you see "All about Mi-Case". On the old site Mi-Case positions themselves as the hero of the story. So much of our work was to speak the potential customers making them the main character or the hero of the story on this new website.
In this new site, the main pain point we identified and worked to overcome for the potential client is the fact that switching to a new software system is a pretty big deal! It takes years for this sort of change to get built and implemented statewide and then used to it's full potential. Most people don't even want to entertain the idea because of all that's involved. Mi-Case is selling the fact that a prospective client doesn't have to worry. In fact they can be confident!
Remember, people are buying way more than your product or service. The new Mi-Case website takes prospective clients on a journey that helps them understand that this is way more than software.
Shortly after launching the website MiCase landed a multi-million dollar deal with a state in the US to design and develop their offender management software!
A new website and rebrand can make all the difference.