Responses by Paul Middlebrook, managing director, The Allotment

Background: Optal is a high-growth, global payments innovator, focusing on providing solutions to the vast business-to-business (B2B) payments market. With its new website, Optal was seeking to broaden its market focus into other verticals such as the insurance and e-payments sector.

Highlights: The site clearly and simply enlightens business finance leaders about the potential value of optimizing B2B payments. Our aim was to create a content-rich but optimized user experience that would allow the payment experts at Optal to tell its story of the businesses solutions and its value-enhancing potential.

Challenges: The new Optal website needed to embody the core brand DNA of being a “Brilliant Optimizer.” The objective of the site is to raise awareness of Optal and drive leads for the business. The technical challenges revolved around browser compatibility and global download speeds, which all were optimized to achieve the desired outcome.

Navigational structure: By creating a simple statement (that uniquely became the primary navigation) and a web taxonomy that cleverly highlighted the four core “client-centric” benefits of Optal’s solutions, we were able to streamline reconciliations, unleash working capital, turn costs into revenues and protect business from risk.

Technical features: The website was produced in Wordpress and is fully content manageable. In addition, we commissioned the production of a set of videos of Optal’s experts talking passionately about Optal’s contribution to business.