vfa
New association website for pharmaceutical research
Relaunch and Ongoing Improvements in Design and SEO
We redesigned the website for the Association of Research-Based Pharmaceutical Companies in Germany (vfa). The content from the original vfa.de site needed to be presented in a user-friendly way. Working closely with the vfa, we developed the website so that its many different user groups can navigate it quickly and easily. Targeted SEO measures also continuously increase the visibility of the association’s extensive range of information resources.
Technologies:
Frontend
Services:
Task: Design Relaunch with Room for More
Our project with the vfa had several key objectives:
Improve the (mobile) user experience
State-of-the-art design
Adapt the corporate design
Redesign the content
The vfa website is a key resource for its 45 member companies. But stakeholders in the healthcare system, patients and their families, potential employees, and journalists also find important information on vfa.de. Each of these user groups must be able to navigate the site with ease.
The new website was redesigned so that the vfa can continue to develop it over time.
The relaunch of our website went very smoothly and without problems. Thanks to the structured approach and clear communication from interactive tools, the project was a complete success for our members and us.
Redesigning content: reducing text load
The original vfa website had plenty of high-quality, engaging content. However, users criticised the lack of accessibility: too few access points to the rich topics, technically limited content presentation and few options for exploring the site. Overall, usability and clarity of the site had to be adapted to changing usage habits.
On the new website, we were able to tackle this challenge with various methods:
Content navigation: new teaser modules give users even easier access to content and the chance to discover more.
Content pages have become more flexible through new modules: new content formats were developed to better explain and illustrate complex topics.
Multimedia content integrated: podcast audio tracks, twitter wall, videos, download options, interactive infographics and diagrams, image and video galleries, etc.
Topic clusters were formed: various articles were grouped into topic areas and each received its own entry point.
New design for better clarity
The original design of the website could no longer meet user requirements. Much had changed since the last launch: mobile access had increased sharply and the relevance of the web presence had risen dramatically.
For the relaunch, we adapted vfa's corporate design. The modern look not only accounts for usage behaviour on mobile devices, but also supports clear structuring of content, improving user-friendliness.
The key points of the design concept are:
Responsive design: the website was designed to display optimally on both mobile and desktop devices. This includes, for example, flexible font sizes, different navigation for mobile and desktop, and flexible arrangement of modules.
Generous use of space: larger images, larger typefaces and larger spacing enable clear structuring of content and thus greater clarity.
Reduced colour concept: a dark text colour, a blue accent colour and a grey surface colour. The clear function of each colour gives users orientation and is self-explanatory.
SEO strategy: continuous measures, higher visibility
Requirements for websites regarding search engine optimisation are constantly changing. Mobile search, vertical search and voice search are just three examples of current changes in Google usage.
As part of the website relaunch, we advised our vfa customers on strategic search engine optimisation. The goal was to give our customers an overview of the topic and prepare them optimally for current challenges.
The consultation covered:
SEO competence building incl. term definitions
Presentation of current SEO trends
Practical exercises incl. analysis, keyword research, text optimisation and metadata editing
Concrete recommendations for text and images
SEO tools overview
In the continuous further development of the website, vfa can directly apply the knowledge gained and adapt content accordingly.
We support association communication as part of SEO monitoring with Google Analytics, as well as in planning and implementing targeted optimisation measures. We...
... Make the most important KPIs visible in the monthly SEO report with Google Data Studio.
... Update and optimise selected existing content.
... Identify potential.
... Develop keyword strategy for selected areas.
... Create new content.
Optimisation measures: measurable and targeted
Measurability and targeted action are fundamental to our joint search engine optimisation efforts for the association. The SISTRIX visibility index already confirms a clear increase in the visibility of the vfa association website between 2019 and 2020.
vfa company profile
The vfa is the association of research-based pharmaceutical companies in Germany. The association represents the interests of 45 leading research-based pharmaceutical companies worldwide and over 100 subsidiaries and sister companies in health, research and economic policy.
The members of vfa represent more than two thirds of the entire German pharmaceuticals market and employ more than 80,000 staff in Germany.
Your contact person
- Miriam Hülßner
Project Managementsynaigy
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How can we help you?
Are you facing challenges similar to those of the vfa? Are you planning a relaunch, or would you like to reposition your brand? Talk to us. As a reliable partner, we offer interactive brand experiences and comprehensive digital solutions—all from a single source.
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