Agri-Valley Communications, Inc. is a telecommunications company operating in the rural areas of Michigan’s Northern Thumb region. Agri-Valley reached out to RCi, a digital marketing and web development agency, to revamp their online presence and enhance their digital customer experience. The project’s primary objective was to redesign and manage Agri-Valley’s suite of websites, with a specific focus on Agri-Valley Services (AVS), their phone and internet services brand. The goal was to make the website more appealing to rural customers who might not be aware of alternative service providers, while also ensuring it remained highly functional, even in areas with slower internet speeds.

Challenges

1. Rural Customer Awareness: AVS primarily serves rural areas, where potential customers might not be aware of the range of services available to them. The challenge was to design a website that not only provided information but also resonated with the rural lifestyle and values.
2. Performance: Many rural areas in Northern Michigan had limited internet connectivity and slower internet speeds. It was crucial to design a website that loaded quickly and functioned seamlessly, even for users with slower connections.
3. Functional Integration: As a telecommunications company, AVC’s website needed to integrate critical features such as a service map and speed test application to help customers assess their options and make informed decisions.

Solution

RCi approached the project with a comprehensive strategy to address AVS’s challenges effectively.

1. Rural Aesthetics: To connect with the target audience in rural Michigan, RCi designed the AVS website with imagery that celebrated the region’s natural beauty. The website featured scenes of barns, open fields, and forest trails, creating an immediate connection with the local culture and lifestyle. This design choice made potential customers feel at home and helped AVS stand out among competitors.

2. Speed Optimization: Recognizing the limitations of internet connectivity in rural areas, RCi prioritized website speed. The team optimized every aspect of the website, from image compression to efficient coding practices, ensuring fast loading times even on slower connections. This emphasis on speed was essential to provide a smooth user experience and prevent potential customers from getting frustrated with slow-loading pages.

3. Functional Integration: To meet the specific needs of a telecommunications company, RCi integrated essential tools and features into the AVS website. A service map was included to help users identify coverage areas and available services. Additionally, a speed test application was integrated, allowing users to assess their current internet speeds. These tools empowered potential customers to make informed decisions regarding their telecommunications services.

Conclusion

The partnership between Agri-Valley Communications, Inc. and RCi successfully transformed the online presence of AVS. The website redesign, with its rural aesthetics, fast loading times, and integrated tools, played a pivotal role in increasing customer awareness, improving user experiences, and enhancing the functionality of AVS’s online platform. As a result, AVS was better positioned to serve the needs of rural Michigan residents and to compete effectively in the telecommunications market.