Primera Analytical Solutions provides its biotech and biopharma clients with an enormous array of contract research services. Given the nature of their work, their content was inherently complex. They needed a biotech website that would display their elaborate offerings in a customer-centric way. Additionally, they needed to improve their rankings in search engine results.
Primera has three core offerings that they needed to highlight: available instrumentation, dozens of services, and their state-of-the-art facilities in Cranbury, New Jersey. Each of these needed to have its own designated section of the website but maintain a cohesive aesthetic throughout.
The ultimate goal of Primera’s newly designed custom WordPress website was to prompt potential biotech and pharmaceutical clients to engage with their contract research services.
The team at Primera Analytical Solutions worked with our design team to establish the aesthetic of their website. They opted to incorporate a red-to-purple gradient throughout the site, echoing the colors from their logo. They used simple iconography to draw users to different aspects of the site, creating a visual break from their heavy text.
The client decided to use a combination of stock photography and their own internal photography. They have an extensive photo catalog of their state-of-the-art New Jersey CRO facilities, as well as their own team working in the labs. They supplemented with a limited amount of stock photos, as well as externally sourced product photos for their instrumentation offerings.
Although the Primera team opted to write their own content, they did work with our content & project manager to outline and stick to a content-writing timeline and overall plan. This workflow was slightly different from the agile process we typically provide for our clients, where the content-writing process is done in tandem with the design process. Our content and project manager then helped Primera incorporate their content into the website design as they wrote it.
Lastly, our team worked closely with Primera to understand their role in the biotech CRO landscape, as well as conducted market research to assist them with their search engine optimization.
The final result is an extensive website that highlights Primera Analytical Solutions’ broad CRO services, instrumentation, and state-of-the-art facilities.
Our digital agency has created dozens of websites for biotech companies as well as websites for B2B companies. Learn more about what our digital agency can do for your biotech CRO organization.
