CHAMPIONING QUALITY OVER QUANTITY
As every entrepreneur knows, you can be so immersed in your work that you don’t have time to tend to business basics. This was the case for Sandy Reid and the US Academy of Parachute Rigging (USAPR).
Over the course of 20+ years, Sandy and his instructional partner, Mark Baur, had trained more than 350 civilian and military riggers from every continent except Antarctica. They’d had their heads down, diligent in their commitment to deliver hands-on courses of the very highest caliber. And then COVID hit. Sandy took the involuntary pause to finally build his dream rigging loft and his dream website.
This is where Beyond Marketing came in.
NEW CHAPTER; NEW SITE
The previous USAPR website was bare bones and out of date. It didn’t capture the professionalism of USAPR’s internationally-revered courses; the way in which information was presented was overwhelming; the program enrollment process was cumbersome and unnecessarily time consuming; and the calendar of upcoming courses was difficult to navigate. The online impression of the company didn’t at all match the in-person experience.
Sandy’s challenge for the Beyond Marketing team was to create a performant, easy-to-update website that would:
- Accurately showcase USAPR’s dedication to excellence;
- Clearly communicate course offerings and requirements;
- Streamline the registration and enrollment process;
- Highlight upcoming training opportunities across the site.
PUTTING THE PIECES TOGETHER
USAPR’s training facility is state-of-the-art. For the new site and fresh copy to shine, we needed professional photography. Sandy agreed, and we set about bringing the essential pieces together.
Our design and writing teams worked hand-in-hand to create an easy to navigate, SEO-optimized website that fulfilled Sandy’s requirements. Photos of the rigging studio, Sandy’s best-in-class equipment, and rigging students engaged in training are front and center.
The copy is minimal and concise, the course descriptions are consistent, and the application process is simple. An extensive FAQs page minimizes the amount of phone calls the USAPR team has to field, and thoughtfully mapped About Us and Resources menus provide information key to communicating the company’s credibility and authority.