Challenge

Phase 1: Growing Pains

Web hosting had reached a strange new stage as an industry in 2001 - simultaneously growing exponentially as significant numbers of businesses and individuals signed up for hosting services, and at the same time struggling as competition became intense and price wars began to affect the medium and large web hosts as well as the small ones.

HostRocket was caught in both internal and industry growing pains, enjoying its status as a medium-sized company with its own data center, yet struggling with its image as a small, untested web host.

In addition to the challenge of presenting the right image, there was the difficulty of communicating this image to the small attention span of the target audience. HostRocket had to make an impact quickly, and keep prospects engaged during the process of converting them to customers, and retaining them over time.

Finally, HostRocket found that their staff was spending time assisting prospects and customers with site navigation, as well as with answering a variety of basic questions on a repetitive basis. Their site was not effectively communicating certain information or providing a user-friendly interface, and this negatively affected HostRocket's bottom line with internal costs as well as stagnant conversion rates.

Phase 2: Ready for Expansion

After launching Ceonex's solution in 2001, HostRocket was ready to leverage its initial - and already significant - results into further expansion. HostRocket's challenge in 2002 was to increase traffic and tap into various markets and opportunities.

The major challenge this posed was reaching certain audiences that were not optimally connected to HostRocket's ultra high-tech image. Since this image was most suitable to HostRocket's core market, we did not want to water down their brand - but instead find a fresh and unique solution to expanding their customer base.

Phase 3: Coming into Their Own

By 2003, HostRocket had matured into a highly respected web hosting company, and was ready to develop on a marketing level to connect with its audience and gain additional ground in this competitive IT industry.

Due to changing services and marketing campaigns, HostRocket wanted an updated look including a modular interface to present ever-changing offers and strategies. Additionally, HostRocket wanted to take advantage of updated technology, including new browser standards and higher monitor resolutions.