A Website That Will Last a Lifetime

Lifetime Media was originally designed using a pre-built Squarespace theme about 10 years ago, and the content and design was no longer reflective of the breadth or quality of work they were producing. The initial site architecture wasn’t built with future expandability in mind, and Lifetime was having difficulty figuring out how to keep it alive with its limitations.

The main challenge we were faced with was to create a user-friendly cataloging system for Lifetime’s ever-expanding video library, allowing them to autonomously upload and maintain their projects without having to reach out to Seafoam every time.

Seafoam Media and Lifetime have a long-standing relationship so we wanted to give them something special.

We started by auditing the existing website architecture to make sure we didn’t mess with any of their potential domain authority that had been built up over the years. We then created a 301 redirect matrix that would ensure minimal impact on their SEO footprint upon launch.

Next we worked on the functional and technical requirements. During discovery we decided we would create a video project taxonomy system using WordPress’s native category and tag functionalities. Services (Video Production, Video Editing, etc.) would be used as tags since most productions would use multiple services and Industries (Healthcare, Education, etc.) would be used to create categories.

Lifetime makes really cool stuff for their clients! We wanted to showcase it better and bigger on the new site by giving them a dedicated space to write content for each project using custom ‘Project’ post types with custom fields and dynamic linking between pages, posts, and projects.

Seafoam created a modern and responsive sales tool that helps prospective clients understand Lifetime’s unique selling points better than ever. The improved navigation and user interface enables users to more easily discover, engage with, and understand the showcased projects like never before - and simplifies Lifetimes proposal writing process.