Ever heard of the term “The cobbler’s kids have no shoes?”

This cobbler’s kids are getting some fresh kicks and by kicks, we mean a new website of-course.

So why the update?

And just like growing up, the finish line always seems like a mirage tethered to more growth opportunities. So we march on shedding the old skin of the past and evolve into a stronger, smarter and leaner creative agency than ever before – confident, proud, and always hungry for innovation.

And we are celebrating this milestone with the launch of a new website.

How? Why?

We pride ourselves in creating websites that are designed for specific user groups. We don’t just plug and play. The unique calculated user path in our work is what drives the beautiful aesthetic elements that make for a great online experience. In order to achieve the same standard for ourselves, we’ve made some bold choices:

We checked our own blindspots by finding the right answers to these questions:

• What should we remove/add?
• Are we communicating the right message?
• Can we make it easier for our clients to navigate/get what they need?
• How can we use this site as a tool to aide us in our company’s goals?

The universal challenges of 2020 have shed some light on many of the forgotten strengths we have as a company, specifically highlighting a strong culture of resilience and impenetrable interconnectivity within the team. This also uncovered some of the excess baggage we’ve been toting around over the last few years.

We trimmed the fat:

• Removed outdated services
• Cut out irrelevant/fluffy content
• Simplified our navigation and overall narrative
• Shortened the user route toward solutions
• Eliminated excess space to reduce scrolling

We added relevant sustenance:

• New team members
• New products and services
• Updated software for current best practices
• More dynamic navigation
• Some of our most recent work

We tightened our messaging:

• Trimmed down irrelevant/outdated copy
• Rerouted the narrative to create a more cohesive story

Improved navigation:

• Identified each possible user objective
• Designed a clear path to specific solutions
• Eliminated unnecessary bells and whistles

Emphasized “Agency”:

• Focus less on showcasing our work
• Emphasized more advocacy and client relationships
• Engineered a UX that quickly reveals solutions

Applying these efforts to our new website is more than just “rearranging furniture”. 15 years of serving clients has taught us that setting clear goals and expectations as a beacon to guide our decisions makes us successful, which provides a well lit path to guide our clients to achieve the same. The digital experience of Ardent Creative is a living a breathing thing under ongoing adaptation and evolution, and will continue to thrive under these efforts for years onward.