biopharma cro website design on mobile phone

Biopharma CRO Website Design for Avastus PS

Contract Research Organization in Cambridge, MA gets bespoke website, custom icons and video.

Website project overview

Industry
Biotechnology, Biopharma

Client
Avastus Preclinical Services

Solution
Website Design, Illustrations + Icons

When it comes to biopharma CRO website design and marketing, contract research organizations are unique birds.

Especially the smaller ones.

In a lot of ways, they’re like every other biotech in that they really benefit when they work with niche-specific (biotech) design agencies. On the other hand, they often need a full compliment of services beyond just a website makeover. That requires an agency that can provide things like:

And the most important thing a smaller CRO needs is an experienced creative director – someone who’s successfully coordinated creative teams and managed complex integrated digital marketing campaigns. 

Biopharma CRO
Website Redesign
Challenges

Avastus PS is located just outside of the Cambridge, MA biotech/biopharma hub. Being Cambridge-adjacent gives them a tremendous advantage over other Cambridge-based CROs: they aren’t saddled with the exorbitant rent of one of the most expensive zip codes in the U.S.!

On the flip side, they compete with overseas CROs. Many of the Cambridge-based pharmas ship their testing overseas to China.

But when it came to the biopharma CRO website design itself, there were two challenges.

Their biggest challenge was awareness. Nobody knew they existed. For Cambridge-based biotechs and biopharmas that wanted to babysit their testing, Avastus needed to show up in local searches.

Second, they needed an instantly attractive site. The ultimate objective was to encourage site visitors to request a personal tour, but their current site was neither attractive, nor did it have a clear call-to-action.

The primary goal was to be at the top of Google for Cambridge-based biotechs and biopharmas searching for CRO and vivarium services.

Biopharma CRO
Website Redesign
Solution

As with all biopharma website redesign projects, everything starts with the kickoff call. 

The kickoff is when we do a deep dive into the client’s problem. In this case, Robbie Moore – creative director overseeing this project – realized very early on that he’d have to manage a bigger team. In addition to the core team of project manager, designer and developer, the client would need:

It’s common on projects with big teams for the client to lose their “voice.” But Robbie made sure the client was involved throughout the entire process, from selecting and tweaking the initial mockups to providing strategy and direction for the on-site video shoot to training the client on how to make updates to the site post-launch.

pharmaceutical award icon
biomedical beaker icon
biopharma light bulb icon
cro bus icon
contract research organization directions icon
biotechnology map icon
biopharma cro website design icon
biopharma cro marker icon
biopharma pricing icon
contract research organization route icon
cro snacks icon
preclinical services wifi icon

Fortunately, since the team members worked together on prior projects, Robbie was able to synchronize activities so that all the creative parts came together on schedule. Photos were started early on in the process so that when the website developer was done with the custom website, he could just drop in the pictures. Likewise with the video; a placeholder was kept on the Home page so that the video could be dropped in at the last minute.

Interestingly, the site was launched six months prior to the COVID outbreak. By investing in the new site, Avastus was in the ideal position when many of the big pharmas started to reconsider shipping their tests to China.

Stellar has the ability to handle complex projects with an on-demand creative team. Contact us if you’re in the market for integrated biopharma CRO website design services.

Need help with your biopharma web design project?

part of website page for preclinical research facility
Big Numbers

Scientists are all about the numbers. So are investors and potential partners.

One simple trick to get their attention is to take a few of your most important numbers and make them larger than the surrounding text. This makes your strongest benefits leap off the screen.

Make it easy for site visitors to quickly grasp what makes you unique.

website layout for preclinical vivarium services
Super Mouse

If you’re a CRO with a vivarium, bring that feature to the front. 

And while you’re at it, have a little fun. Reinforce your uniqueness by doing something a little bit unusual. Like in this case, a curious mouse stretching to discover what inspires you. 

Think of clever ways to stand out, but be specific about what makes you distinct.

hand holding pink ribbon to signify biotech oncology research
Stock Relevance

Every biotech needs some stock images to fill the gaps. The trick is to pick stock images with maximum impact. In this case, the pop of pink and close up of a hand holding a ribbon immediately signals breast cancer.

Use a variety of stock images to interrupt site visitors and instantly signal context.

video of lab tech in preclinical laboratory
Video Tour

If you’re a CRO or CDMO, offer a tour. But if you need to reach beyond your city or region, you need a video. A video tour of your facilities immediately reassures prospective clients. They need to see you as clean and tidy and that you can be trusted with their precious experiments.

Use the power of video to shrink the trust gap with prospective clients.

blue map of directions to CRO long term suites
Slow Your Roll

If you’re a CRO, people want to know if you’re in their neighborhood – and how accessible you are. One slick idea is to create a custom map showing bus stops, parking and directions.

Sure, Google has maps, but a custom map is your chance to roll out the red carpet and make it easy for prospective customers to come check out your facilities.

list of services for biotech pathology histology
Branded Bullets

One way to set your biotech apart is to pay attention to the tiny little details of your visual brand. One clever trick is to take a shape from your logo and convert it into a bullet. In this case, a diamond from the logo is used instead of a standard, black, round bullet. 

Pro tip: Look for subtle ways to reinforce your brand in your biotech website design.

CRO procedure rooms
Tell Your Story

Most CROs don’t have a blog, but they’re the best kept secret to growing traffic to your site. By publishing blog content on a regular basis, you make Google happy. Blogging increases clicks to your site and strengthens your online marketing power.

So go ahead and tell your story: a blog helps you gain visibility online and increase your “online footprint.”

contact form for pharmaceutical regulatory navigation
Popup on Purpose

Depending upon your perspective, popups can be annoying or helpful. Generally speaking, popups are great for teasing site visitors to engage with your CRO. They are often the first step in a site visitors “journey” to learn more about your company.

Popups get no respect – show ’em some love on your biotech or biopharma website.

This message has been brought to you by the International Popup Defense League. ;P

close up of mouse for biotechnology start up
Day-in-the-Life

Nothing provides a better value for a CRO than professional photos of their actual lab. It gives prospects a great sense of place, but also makes a website instantly feel more like “you.”

Avoid stock photos whenever possible. Instead show who you really are.

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