Overview
Black Tie, a premier provider of building maintenance, had a clear mission: to modernize their brand, create a bold upheaval of their digital presence, and align their offline and online identity seamlessly. With a robust portfolio of offerings, Black Tie needed a platform which not only showcased their full range of services but also positioned them as an industry leader. In addition to elevating the brand’s appeal to potential clients, another key objective was attracting new talent through an intuitive and compelling online experience.
Challenge
Black Tie’s previous website was approximately 8 years old, difficult to navigate, and simply did not reflect the quality or professionalism of the brand. Despite having a strong reputation offline, the online presence lacked the sophistication and user experience necessary to compete with top-tier industry leaders in the area. The disconnection between the online and offline brand therefore created a barrier in recognition and trust.
To move forward, Black Tie required more than just a digital facelift—they needed a comprehensive transformation which positioned them as the standard-bearer for excellence in their sector. This meant building a particular brand experience which was as strong online as it was offline, while also making the site a destination for talent.
Process
RTOWN’s approach was rooted in strategic modernization. We began by deeply understanding the essence of the Black Tie brand — their values, tone, and presence in the community. By aligning their offline brand personality with a fresh, digital identity, we set the foundation for a seamless experience across all touchpoints.
Our process incorporated these key elements:
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Modernizing the Website Design: By changing the site’s visual and functional design to reflect a clean, professional, and modern aesthetic, while improving usability across all devices.
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Showcasing All Services: A major focus was set on making all service offerings easily accessible and clearly communicated. Through reconstructing the site architecture to highlight the full scope of offerings with intuitive navigation and clean layouts.
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SEO Optimization: We implemented a robust SEO strategy which included reconfiguring existing organic content, adding backend SEO elements, and incorporating dynamically generated SEO practices. This allowed us to amplify overall visibility in local searches and enhance their competitiveness.
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Talent Acquisition Focus: Understanding the importance of attracting new talent, we created a dedicated careers page designed to resonate with candidates. The page effectively communicated company culture, growth opportunities, and what sets Black Tie apart as an employer.
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Consistent Brand Integration: Every element of the online experience was carefully aligned with Black Tie’s offline branding, creating a fluid and recognizable experience at every customer and candidate touchpoint
Outcomes
The results were transformative. Black Tie now has a modernized website which reflects the prestige and professionalism of their brand. All services are clearly showcased with intuitive navigation, making it easy for users to understand offerings and engage with content. A dedicated recruitment page was developed to position Black Tie as a top employer, enhancing their ability to attract the right talent.
Their SEO saw a dramatic uplift, significantly improving online discoverability and solidifying their position as a leader in their space. Most importantly, the brand is now fully aligned across both digital and physical platforms, creating a cohesive and impactful presence.
The revitalization of Black Tie’s online presence is more than just a website redesign — it’s a strategic brand evolution. With RTOWN’s holistic approach, Black Tie now has a digital presence which not only mirrors their offline excellence but also propels them forward as a leader in their industry and region.
