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ADEN Services - Corporate website

Added by on Sun 28th Jun 2009
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Project Info

Company Quick introduction

ADEN Services is a leading integrated service provider, which activity is focused on three core businesses: Facilities Management, Foodservice and Remote Site Management. It has operations in many parts of the world (Europe, Australia, Southern and Eastern Africa…) and has been a key player on the Chinese market for more than 10 years. ADEN Services employs 11,000 people worldwide, and has more than 650 foreign and local clients.

Client needs

Thanks to successful offline marketing strategies, ADEN Services has been able to build a strong brand image on traditional marketing materials. After assessing the changes to make to its online marketing strategy, ADEN Services set the redesign of its website and online platform as a priority. Furthermore, previous website, not making use of current modern technologies, contained more than 100 HTML pages, including 35 News pages which were very heavy to change and not practical at all since it required strong IT skills for every little change to the site’s content. Therefore their approach was to find a time-saving and cost-effective solution that would allow for much more flexibility and extensibility.

Our approach & Solution

We started from a consulting perspective and managed to get a deep understanding of their industry, services, and philosophy. This analysis helped us transfer their values and image to the internet. For instance, even though ADEN Services is an international firm, previous website failed to bring this international aura to the internet through the basics of international standards.

The first step of improving ADEN Services’ online image was to rework completely the online visual identity, and create well structured website architecture: Based on their internal organization, 6 main sub websites / sub domains were created, each of them being related to a different activity or service.

Key features

- The website is organized as a multisite structure with sub-domain organized by services, allowing a better service identification through brand segmentation: Better marketing identification. This strategy is commonly employed by large groups and corporations such as Alstom or Wikipedia. – Targeting both local and international firms: ADEN Services needed to address companies worldwide and therefore needed a website in multiple languages – an internationalization interface was setup (I18N interface: Multilanguage management) to help translation of any content in any language on any section of the website. – ADEN Services’ main request was perhaps to be able to edit any part of the website, and be able to have a non-tech savvy user manage site-wide content in different languages. The Drupal Content Management System proved once again to be the perfect match for such a demand, along with languages and other development requirements. To make things easier, the back office was centralized so that all 6 sub-websites are managed through the same back office interfaces. – A rich graphical user interface: Creating a website that is not only efficient or built on one of the best CMS-structure, but also visually appealing and eye-catchy, is how Davyin’s development team embraced this project as a challenge up to our standards. – The look and feel was dramatically enhanced and very particular attention was given to animations and accessibility. Therefore, some popular tools such as the lightbox (Graphical effect that appears in front of the visited page without opening any other window or tab) or custom javascript jqcyle on the homepage and remote site page (fading images on the different Home page sections and ADEN Services Around the world) were used to reach a perfect combination in terms of SEO, accessibility and design.
* The Search-Engine Optimization (SEO) setup package of our online solutions was implemented on the website: from URL-rewriting and XML Sitemap to Meta tags, the whole website is built according to W3C requirements and ADEN Services can now benefit from a good organic search engine optimization as well as prepare to step further onto online marketing campaigns with maximum efficiency and return on investment.

Davyin Internet Solutions is located in Shanghai and provides Drupal development in Shanghai, China and all around the world.