Napa.fi: Site renewal for a global maritime industry business

We renewed the site for NAPA, a company in the maritime industry that provides software, services and data analysis for ship design and operation. We wanted to help them get ahead of the competition by creating a website that grows their brand online and brings in more new business.

Presenting the maritime software industry and making complex technologies understandable to the public can be challenging. We approached the project from a service design perspective, taking into account the trends of the industry as well as NAPA’s company values and future goals.

Building a stronger online identity

NAPA’s business goals were reinforcing their thought-leadership in the field and supporting sales by generating more leads. They wanted to drive more traffic to their site, showcase their services better and strengthen a positive employer image both internally and externally.

A website is often the first touchpoint a potential client or employee will have with a company, which is why we believe a solid user experience is the right way to build a brand. We wanted to create brand visuals in tight cooperation with the NAPA team and listen to their ideas, while also standing for bulletproof user experience. Their team gave us a lot of freedom, which allowed us to push the brand visuals further while designing the site.

Moving from a marketing site to a thought-leader media 

Every good site starts with content. The only way to become a thought-leader in any field is to provide users with timely, interesting and thought-provoking content or in the best-case scenario, generating a community around the content with active commenting, shares and even allowing visitors to create their own content.

Our modern solution to content creation included a modular, easily modifiable site structure and of course, a top-notch user experience. We believe these go a long way in communicating the right message. NAPA uses Everblox, our own technology for designing and handling a site. Everblox helps with content creation, since the tool can be used to create different kinds of articles containing videos, quotes and image galleries. But in the end, what matters the most is the message – which is why we ensured that the people of NAPA have all the necessary tools for creating and presenting content in versatile ways.

Everblox is essentially like a set of building blocks that makes the site easily adjustable, since content can be simply dragged and dropped. We designed all the Everblox elements to match the NAPA brand. The modular technology gave the power back to NAPA’s content professionals: creating new landing pages or revamping the homepage is now easily and flexibly done, and there are no long turnover times or extra costs. NAPA is also an Evermade Care client, which means that we take care of all monitoring, maintenance, hosting and small development of their site. This allows for fast reaction times and constant, active improvement.

Everblox made our site more lively and brought flexibility to our content work. Our creativity is not limited to templates anymore, and we now have versatile tools to update our site. Our partnership with Evermade was very straightforward – their team is a good combination of expertise and positive energy.

Elina Uusimäki

Project Manager

Focusing on content optimization

SEO-friendly content was based on an understanding of NAPA’s audience as well as keyword and user intent research. The right content helps the reader complete specific tasks, features enticing calls to action or presents clear next steps for the user. We also know that good user experience is good SEO: when users are engaged, they consume more content, interact with it and share it. 

Content optimization work and training NAPA’s professionals to create search engine optimized content were an important phase of the renewal. It is common that organic traffic suffers from changing a site’s structure, which makes taking care of both technical and content-related SEO very important. However, organic traffic to Napa.fi has been growing steadily despite the site transformation.

We’ve managed to grow NAPA’s organic traffic, bring in more leads and strengthen the company’s employer image. Six months after launch, the page visitors have increased by 30 % compared to last year and the time spent on the site increased by 20 %.

 

The NAPA team

Web Analytics Specialist

Vilma Järvinen

vilma

Web Analytics Specialist

Vilma Järvinen

I work as an analytics specialist at Evermade. My main focus is on web analytics and in search engine optimization work. With analytics and search engine optimization, my aim is to grow businesses through better communication and develop decision-making processes.

What describes me the most is that I like to have clear goals and targets for projects and continuous work. This I practice in all the areas I work with. One of the key factors is that our client’s goals are always our goals.

Why do I think analytics is important? There are a lot more to offer than just pageviews, sessions and bounce rate figures – with setting proper measurement for your site, it can bring you valuable information about your customer engagement, e-commerce and basically just what works and what doesn’t. Taking web analytics as a part of your marketing and sales work, you will be in constant connection with your clients and on top of your game. Knowledge is power!

Analytics is just one part of a website’s development work. Optimizing your site for users and search engines is crucial for your sites visibility, ranking, and general work experience. What this basically means is taking care of your site’s technical elements that influence search engine crawling and optimizing your content for the users (and okay, for the bots as well). I think the benefit of doing proper SEO work is quite simple – wouldn’t any business rather want to have as much free traffic as possible than use a lot of money for advertising to receive visitors?

I have worked with a number of companies, primarily in eCommerce, B2B, FMCG and the publishing industry.

I am familiar especially with these tools and specialties:

Google Analytics
Google Ads
Google Data Studio
Screaming Frog
Moz
AWR Cloud
Content optimization
Technical SEO

I make data understandable for different businesses and help them find the most relevant information for their business.

Project Manager

Joakim Larres

joakim

Project Manager

Joakim Larres

Hejssan!

My name is Joakim and I work as a Project Manager here at Evermade. It´s a bit like being a chef/waiter/dishwasher in a creative kitchen. You have pots and pans with mysterious ingredients brewing here and there. Sometimes the sauce boils over and sometimes the curtains catch fire but the end result is always delicious!

In my spare time I act as a peace negotiator between my three very active kids. And if I find the time I like to be outdoors. Any adventure will do, be it hiking, windsurfing, skiing, riding my motorcycle or just lounging at the summer cottage. Oh, and I recently climbed a mountain (like a real one, with snow on top). Bucket list, check!

Service Designer

Emilia Nykänen

emilia

Service Designer

Emilia Nykänen

I love humans! And human interaction. And problems. And solving them together.

Inside of me there is a little hippie, who loves nature. My freetime is spent either blown by the wind while kitesurfing, riding powder in the mountains (hills) or just wondering around forests.

Designer

Sauli Puukangas

sauli

Designer

Sauli Puukangas

I mainly design websites, but can handle almost everything. I have some front-end development experience, so I also understand websites. I think that it’s just not about how websites look like, but the whole experience and function.

I have been cruising around Western Finland. Born in Käläviä and moved to Tornio to study fine arts. After graduated from the fine arts program I moved to Turku. After 3 -years in Turku, I moved to Helsinki. And here I am.

I spend my spare time in the woods, either with my dog or my bike. Every once in awhile I go climbing out/indoors. I also have to admit that I’m a Jokerit fan. See you in the games 😉  

+358 40 835 4997
sauli.puukangas@evermade.fi

Analytics Developer

Juha Lehtonen

Analytics Developer

Juha Lehtonen

I used to be a designer, but then I took an arrow to the knee was sat down in front of Sublime Text and was told to make code happen. Since then, I’ve spent the last half a decade at Evermade working at various roles and projects, having finally more or less settled on the beautiful marriage of data & code: analytics and statistics bundled up with full-stack development.

I love conducting experiments and trying out new things, especially if those new things bend my mind a bit. I’m transparent and open, I challenge the defaults, and I ask the question “why?” a lot. I strongly believe that shared understanding is critically important for successful collaboration, and that openness and insistence on clear communication are a great way to get there.

Things I enjoy outside of my professional life include (but are not limited to) good coffee, video games and nature (especially when hiking there).

Developer, Designer

Timo Sundvik

timo

Developer, Designer

Timo Sundvik

I’m a web designer/developer hybrid that’s had a passion for creating websites for well over 10 years. In school my favorite subjects were math and arts. Luckily, some vice president came up with the internet and I got to combine them in a hobby, which then became my profession.

My main motivations are to always push myself, and help my clients create something that makes them proud and adds value to their business.

Other than making websites, I kill time by playing games and making music. Is cycling a pastime or a method of transportation? Maybe both.

Developer

Joonas Pyhtilä

joonas

Developer

Joonas Pyhtilä

Who, me? Ok, here we go!

I’m a web developer hailing from Vantaa, built my first website in elementary school and I’ve been doing it professionally since 2008.

When not creating websites, I’m burning excess energy by banging on drums or cycling, except when I’m refuelling at the buffet. During the cold, dark Finnish winter you might also find me completely immersed in a video game, trying to escape the harsh reality that’s looming outside the window. And I’m not very good at doing things casually, I’m either fully committed to what I’m doing or not very interested in it at all. It’s just like someone forgot to install gears 2-4 when I was put together..

Oh yeah, my drumming videos can be enjoyed on Youtube and some drumming & cycling related snapshots of my life on my Instagram-page.

Designer

Philippe Kluk

phil

Designer

Philippe Kluk

Hei! I was born in France at the foot of Mont Blanc, where excellent cheeses, bread, and wine are from. I first moved to Finland in 2003, then decided to head back home to France with my wife. But seems like I really fell in love with the land of a thousand lakes — I’ve now lived here for more than 8 years.

I think at the heart of every great design is a comprehensive understanding of the customer’s business. My aim is to design high quality, user-friendly websites that help clients reach their business goals. I have over nine years of experience in the digital industry from small to big companies. However, I don’t focus on websites all the time, I also create brand identities and print.

When offline, I enjoy boosting my creativity and getting inspired by visiting art museums and galleries, reading some inspirational & architecture literature and hiking in nature. Finland has fantastic landscapes! I also enjoy are traveling with my precious family and all sports in general like skiing, snowboarding, and football. Lastly, I love to chill out in the sauna.

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