Site Case Study: Steve H. Lawton

Steve H. Lawton

While all of our clients are different, it’s not every day that you encounter a person like Steve H. Lawton. An executive at Dell, Steve had a snow skiing accident that nearly ended his life. He came out of that experience with a powerful perspective on living. His was a site we knew we had to build.

A SPECIFIC PERSONALITY

Alter Endeavors builds our sites to engage the visitor. Conversions and usability are at the top of our list. After that, however, the site is about the person or business; who they are and how they want to be perceived.

Steve was starting his branding from scratch. Aside from the cover for his book, the Steve H. Lawton brand had no look. Part of our process is having the designer interview our clients. We do this so the designer understands the vision and personality behind the site. As Steve and his designer—also Steve, funnily enough—talked, it was clear this site was going to be special. It was going to be capital-b Big on personality.

THE MAN. THE MESSAGE. THE SITE.

When we began our engagement, Steve’s book Head First: A Crash Course in Positivity was being finalized and on its way to the printer. With that in mind, it was important to identify the purpose of the site. Does it begin and end with the book? Or is the site about Steve H. Lawton beyond the book?

Steve wanted a platform to continue to share his message. His blog is front and center. Prominent newsletter signup forms and calls to action ensure those who want to hear from him can easily sign up to do so. An RSS feed signup is also offered.

Steve needed a stage for his speaking efforts. Steve’s speaking page is a study in how to do it right. Testimonies and client logos build credibility. Potential clients can see the topics he speaks on, and watch Steve in action in his videos. Steve’s bio and print-ready photos are there to be downloaded and included in programs and on event sites.

While the site is a solid platform for the book, it has a life after; accommodating all of Steve’s efforts and his mission moving forward.

A QUIZ THAT PROMPTS

The message of positivity carries an introspective aspect. To foster that interaction, we worked with Steve to put together a quiz that engages his visitors. The results of the quiz get them thinking about positivity in their lives, furthering the impetus to buy his book. (They can also sign up for his mailing list when they take the quiz; or not, it’s up to them.)

A SITE THAT BELONGS TO STEVE

Building Steve’s site was not only a pleasure—he’s great to work with, we were sad to see him go—but also fed into Alter Endeavor’s mission of making this world a better place. Another one of our values is constructing sites that are unique in the marketplace. There’s no one like Steve. There’s no site quite like his either. (Just try and get that from one of those cookie-cutter templates we all see the ads for.*)

*Sorry. Couldn’t resist.