Our latest website design and development project reminded us of the importance of real world, hands on, in-the-trenches experience in creating a viable business. Our client is ENS Staffing. They serve the health care industry with temp (or more permanent) nurse staffing solutions "when and where" needed.
Founded by a group of experienced nursing professionals, we were impressed with their deep understanding of the problems their clients faced, as well as their insightful solutions. We noted these were insights based on their cumulative decades of experience as nursing professionals, ;(not just focus groups).
Our role in the project was to translate their health care expertise and offer into a website design capable of clearly explaining their value proposition in just six seconds. (This is Google's metric on how long the average first time visitor to a website takes to form an opinion.)
But telling a good story isn't enough; we also needed to provide a clear "call to action" (CTA), which, in this case was asking the visitor to contact the company to initiate a discussion on their specific needs. (A classic lead qualification and generation model.)
For a new, relatively new, unknown company credibility is essential. Trust is the coin of the realm online. It's not easy, but authenticity goes a long way in building trust. While hard to define, true authenticity shines through. That's why we took a very light touch in editing their content to preserve the voice and authenticity of the founders.
Working with ENS over the last few months reminded us of the importance of real world, in-the-trenches experience in creating a business the solves real problems, coupled with an intimate understanding of how to best serve their customers and solve their staffing problems in creative, cost-effective ways.
It's been a pleasure helping them bring their vision to life in the online channel. You can see the results of our collaboration here: ENSstaffing.