Movable Type
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movabletype.comRe-Establishing the Web Presence for Six Apart's Premier Content Management and Blogging Platform
In an ever-expanding digital landscape, celebrated innovators can struggle to attract attention away from newer – though not necessarily better – software and platforms.
Movable Type, the pioneering blogging content management system, found itself marginalized in the industry. Despite continued popularity and brand recognition, the company’s message was obscured in a crowded marketplace, and potential users assumed the platform was irrelevant.
To reassert its position as a leader in CMS software, Movable Type approached Code and Theory to create a fully integrated product site that would simultaneously educate potential customers about the platform's upgraded features, as well as provide them with a simplified checkout experience.
Code and Theory built Movabletype.com as a single scrolling experience that highlights features that appeal to all audiences. The new website encapsulates three key components: education, e-commerce, and support.
1
PRODUCT EDUCATION
Code and Theory re-established Movable Type’s brand value by presenting its most important and relevant attributes to developers, designers, and businesses.
Its underlying architecture can withstand the weight of high data use, making it one of the most stable platforms available. Movable Type offers an easy-to-understand content interface, and the platform’s ability to add relevant features provides users with complete control over visual designs.
2
E-COMMERCE
Movabletype.com was redeveloped to clearly communicate pricing tiers and product offerings with a simple, user-focused purchase flow.
The straightforward framework allows users to easily navigate through purchasing information, and it provides them with a stable and secure experience.
3
COMMUNITY SUPPORT
Designers and developers often need an online community that supports their CMS platform.
Code and Theory updated Movable Type’s blog to re-establish itself as a thought leader in the CMS space and better support its community with regularly updated posts and search functionality.
The new design was then adapted to movabletype.org, a destination for advanced users to access a library of documentation and seek assistance from support partners.
4
THE RESULTS
Code and Theory leveraged Movable Type’s software to build the new web experience in order to showcase its content management system as a modern platform that makes durable, customizable, and intuitive websites.
Paired with a marketing strategy that raised awareness of Movable Type and promoted its brand credibility, the new Movabletype.com reinforced to existing clientele its position as a stable website with low vulnerability and demonstrated to new audiences its competitive position as an easy-to-use interface for their daily content publishing.
