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Digital Transformation: A Complete Website Redesign and Salesforce Integration

Tier Three

The Mission

Tier Three needed a website that could seamlessly integrate with their new Salesforce CRM system while modernizing their digital presence. Their existing site lacked flexibility, was difficult for the team to update on their own, and relied on a custom CRM which they were moving on from. Moving to Salesforce meant they needed a way to sync complex data from three separate Salesforce custom objects into their WordPress site, as well as the ability to use interactive forms that would write data directly to Salesforce. Additionally, the website required a complete redesign to offer a more modern, professional appearance and to provide advanced search filters for dental practice listings. The new site also needed to offer a more user-friendly experience, with separate experiences for logged-out and logged-in users, and give the client the ability to manage the site’s content without relying on third-party support.

Services

UX/UI Design, Web Design, Web Development

Website

Tier Three

The Challenges

  • Outdated Website & CRM System: Their old website was inflexible, difficult to update, and tied to a custom CRM system they were moving away from. This setup hindered the team’s ability to manage content independently and keep listings current.
  • Salesforce Integration: Transitioning to Salesforce required a robust integration. Tier Three needed a way to sync complex data from three separate Salesforce custom objects into their WordPress site and facilitate interactive forms that would write data directly into Salesforce.
  • Modernization & Usability: The website needed a complete redesign to reflect a more modern, professional appearance. They also required advanced search filters for dental practice listings, a more user-friendly experience for both logged-out and logged-in users, and the ability to manage the site’s content without relying on third-party support.
  • Mobile Optimization: With more traffic coming from mobile users, the site needed to be optimized for mobile devices to provide a streamlined experience across all platforms.

The Solution

Custom WordPress Theme & Salesforce Integration

  1. Custom WordPress Theme: We developed a new WordPress website featuring a custom theme that modernized the look and feel. Built with Elementor, the site enables Tier Three to easily make updates through a drag-and-drop interface, eliminating the need for third-party assistance.
  2. Salesforce Integration: We built a custom WordPress plugin to connect to the Salesforce API, syncing data from three separate Salesforce custom objects. This integration ensures that dental practice listings are always accurate and up-to-date.

The Solution

Advanced Forms & Enhanced User Profiles

  1. Advanced Forms: Leveraging Gravity Forms and a third-party plugin, we implemented interactive forms that send lead data directly to Salesforce. We also digitized some of their longer paper applications into multi-page Gravity Forms with a “save and continue” feature, making it more user-friendly.
  2. Enhanced User Profiles: A user profile system was developed, allowing users to easily update their profiles. These updates were synchronized with both the website and Salesforce. We also introduced a wishlist feature, letting users save their favorite listings.

The Solution

Sales Rep Profiles & SEO Optimization

  1. Sales Rep Profiles: We created dedicated profile pages for sales representatives, displaying their specific listings, contact information, and personal bios. This helped build stronger connections with potential clients.
  2. SEO Optimization: Before launch, we set up 301 redirects to maintain Tier Three’s SEO performance, ensuring the site retained its search rankings and continued to attract organic traffic.

The Solution

Bilingual Support & Mobile User Experience

  1. Bilingual Support: We streamlined the process for adding French Canadian translations to the site, enhancing accessibility for users in bilingual regions.
  2. Mobile User Experience: Recognizing the shift to mobile usage, we designed a mobile-optimized layout. A fixed navigation menu and intuitive search filters were added to improve user experience across all devices.