vfa
New Association Website for Pharmaceutical Research
Relaunch and continuous developments in design and SEO
For the association of research-based pharmaceutical companies in Germany, we redesigned the association's website. The contents of the original vfa.de should be presented in a user-friendly manner. In close coordination with the vfa, we developed the website so that the many different user groups can quickly and easily find their way around. Targeted SEO measures also continuously increase the visibility of the numerous information offerings of the association.
Technologies:
Frontend
Services:
Task: Design relaunch with room for more
Our project with the vfa had several important goals:
Improve (Mobile) User Experience
State-of-the-Art Design
Adaption Corporate Design
Reimagine content
The vfa's website is an important contact point for the 45 member companies. But also the actors of the health system, patients and their relatives, potential employees, or journalists find important information on vfa.de. Each of these user groups must be able to use the site without problems.
The new website was revised so that the vfa can continue to develop it continuously.
The relaunch of our website went very smoothly and hassle-free. The structured approach and clear communication from interactive tools made the project a complete success for our members and us.
Reimagining content: reducing text load
The original vfa website had a lot of high-quality, exciting content. However, users criticized the lack of accessibility: too few accesses to the rich topics, technically limited content preparation, and little opportunity to explore the site. Overall, the usability and clarity of the site had to be adapted to changing user habits.
On the new website, we were able to address this challenge with various methods:
Content navigation: Through new teaser modules, users gain even easier access to content and the opportunity to discover more content.
Content pages were made more flexible : New content formats were developed to better explain and illustrate complex topics.
Multimedia Content integrated: podcast tracks, Twitter wall, videos, download options, interactive infographics and charts, image and video galleries, etc.
Thematic clusters formed: various articles were grouped into subject areas and received their own section entry.
New design for better overview
The original design of the website could no longer meet user requirements. Much had changed since the last launch: mobile access had increased significantly and the relevance of the online presence had increased dramatically.
During the relaunch, we adapted the corporate design of the vfa. The modern look not only takes into account the user behavior on mobile devices but also supports a clear structuring of the content and thus ensures more usability.
The key points of the design concept are:
Responsive Design: The website is designed to be optimally displayed on both mobile and desktop devices. This includes, for example, flexible font sizes, different navigations for mobile and desktop, as well as flexible module arrangements.
Generous use of space: Larger images, larger fonts, and larger spaces enable clear structuring of content and thus provide more clarity.
Reduced color concept: A dark text color, a blue effect color, and a gray background color. The clear functions of the colors provide users with orientation and are self-explanatory.
SEO Strategy: continuous measures, higher visibility
The requirements for websites regarding search engine optimization are constantly changing. Mobile Search, Vertical Search, and Voice Search are just three examples of current changes in Google usage.
In the course of the website relaunch, we advised our vfa customers on strategic Search Engine Optimization . The goal was to give our customers an overview of the topic and prepare them optimally for the current challenges.
The content of the consultation included:
Competence building SEO including term definitions
Presentation of current SEO trends
Practical exercises including analysis, keyword research, text optimization, and editing of metadata
Concrete recommendations for action for texts and images
Introduction to SEO tools
In the continuous further development of the website, the vfa can directly apply the knowledge gained and adapt content accordingly.
We support the association's communication in the context of SEO monitoring with Google Analytics as well as in the planning and implementation of targeted optimization measures. We...
... make the most important KPIs visible in the monthlySEO Report with Google Data Studio.
... update and optimize selected existing content.
... identify potentials.
... develop a Keyword Strategy for selected areas.
... create new content.
Optimization measures: measurable and targeted
Fundamental to our joint commitment to Search Engine Optimization for the association are the measurability and the targetedness of the measures. The SISTRIX Visibility Index already confirms a significant increase in the visibility of the vfa association website in the period from 2019 to 2020.
vfa Company Profile
The vfa is the association of research-based pharmaceutical companies in Germany. The association represents the interests of 45 leading global research-based pharmaceutical companies and over 100 subsidiaries and sister companies in health, research, and economic policy.
The members of the vfa represent more than two-thirds of the entire German pharmaceutical market and employ over 80,000 people in Germany.
Your contact person
- Miriam Hülßner
Project Managementsynaigy
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What can we do for you?
Are you facing similar challenges as the vfa? Are you planning a relaunch or do you want to reposition your brand? Talk to us. As a reliable partner, we offer interactive brand experiences and complete digital solutions from a single source.
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