Fusus
We redesigned a burgeoning organization’s website, transforming it from a standard template to a bespoke design that speaks to its presence.
The ask
Fusus (acquired by Axon), a leading tech startup in the public security space, sought our expertise to elevate its digital presence. They previously used an off-the-shelf Webflow template for their site. While the site worked well enough, the template couldn’t grow with the firm. The executive team wanted a unique product to showcase its breadth of offerings. As a result, we created a more comprehensive website on Webflow, giving the client autonomy to update and publish content.
Fusus' digital presence was transformed after we delivered a custom Webflow website to replace its limited template — before Axon acquired the company.
The work
In a sea of competitors, including big names in tech, the website remained crucial in showcasing Fusus' differentiators, a company later acquired by Axon. The main challenge was to market just enough of the product offerings without giving away the secret sauce. We appealed to emotion using visuals and crafting content with a narrative flow. We also created a long-term optimization and digital marketing plan. We also conducted SEO research to optimize keywords for better organic traffic.
We improved the user experience by adding a live agent chatbot to the site. We designed workflows to help Fusus agents route inquiries, log issues, and manage interactions — prior to their acquisition by Axon. Automated messages were set up for offline hours, allowing users to leave messages. The chatbot included embedded help for quick answers, and we created an internal dashboard to track common issues, their urgency, and media inquiries.
Three years later, we helped launch the organization internationally with a Fusus UK site (prior to its acquisition by Axon). Through close collaboration, we took the basic structure of the Fusus site and tailored it to this new, untapped market. This involved sourcing relevant images and translating the content into British English. We connected the sites with a global footer and adjusted keyword descriptions to further tether them.
Project highlights
- Visual design
- Interaction and experience models
- Video editing
- Custom development within Webflow
- Style guide creation
- Content strategy
- SEO optimization
- Lucky Orange analytics monitoring
The result
Thanks to our partnership with Fusus (acquired by Axon), we continue to monitor these sites and provide recommendations on their designs and implementation. Both Fusus (acquired by Axon) and its customers have benefited from the impact, thanks to the site’s more intuitive organic search. As of April 2020, they onboarded several new clients from responses through the Fusus site — before the Axon acquisition. We’re eager to see their continued success and growth in the U.S. and the UK.
"The Prototypical team not only executed on the work requested, but also came to the table with innovative new ideas."
-Vice President of Marketing, Fusus (now Axon Fusus)
