At the start of 2020, Marketing Factory was commissioned to launch the OBERMEYER Group's corporate website, which was to be the central go-to place for all services: The website showcases national and international associated companies and partners of the group with their divisions and national subsidiaries in order to underline the group's overall planning aspect as an elementary component of its corporate strategy.
A new corporate design for print and web media was developed in cooperation with in-house OBERMEYER and external designers for the group's new online presence, which is based on the family-owned company's logo but reinterprets it in a more modern format.
The first step in devising a content strategy was to develop various (proto) personas in joint workshops in Munich to analyse the primary and secondary target groups the website was to address. Meaningful navigation paths, key page contents and the chosen imagery were defined more precisely on this basic focus. The management of SEO-compliant content was done as a team using a structured content management plan developed closely between OBERMEYER and Marketing Factory.
The new corporate site of the OBERMEYER Group was implemented with TYPO3 Version 10.4 LTS, which particularly impressed the customer with its high level of user-friendliness and the easy language concept and language handling. The editorial maintenance of new content is carried out by OBERMEYER and MFC. The bootstrap package used in this project offers an innovative, easily expandable and adaptable basis for the customer-specific design of individual elements.
The CMS is fully integrated into the translation workflow. The content is automatically extracted for the participating computer-aided translation systems of the participating partners. After the translations have been created, the files are automatically imported back into TYPO3 and are immediately available as an independent language. The complete integration into the existing IT processes thus enables international content to be created as quickly and effectively as possible.
For a search that is as intuitive and fast as possible, we also rely on Apache Solr in this project: the tool offers us comprehensive options for individual configuration. In addition to the regular search results, the project references are also displayed via Solr and supplemented with special filters that enable the user to refine their selection of references.
The Apache Solr system used provides technologies such as word stemming and phonetic searches - for all languages used by OBERMEYER. As a result, the search result can be determined quickly and with correct content in all languages and presented to the interested party.
The YOAST SEO extension is used to optimize metadata, which offers the editor a convenient way of evaluating the data. In addition to the regular Google Analytics Universal, Google Analytics 4 is also implemented in order to analyze user behavior and, based on this, to be able to implement further developments.
The YOAST SEO extension enables extensive SEO optimization of the content right in the TYPO3 backend. The editor receives direct feedback via the well-known traffic light system on how good the degree of optimization is and tips on how the content can be further improved.
Hosting und monitoring
MFC hosts the installation and ensures safe and trouble-free operation. The constant monitoring of the website with different tools enables us to intervene quickly and purposefully in the event of a problem. We also maintain the hardware and install regular updates.
Hosting und monitoring
For the international OBERMERYER Group it is important that the website can be accessed quickly worldwide. Due to the direct integration into the network of one of the largest global TIER 1 providers, the network path to the website is particularly small. The result: fast accessibility of the website – worldwide. In addition, we use the powerful in-ram cache Redis for the TYPO3 backend and also optimize the delivery of the website by using Varnish. The services used by the system, such as redis, varnish and solr, are integrated into the hosting systems as Docker containers and are administered via our central management system. Software updates can thus be rolled out quickly and centrally, which is particularly important for time-critical security updates.
The image rendering of the website was analyzed and evaluated as part of the project and expanded to include WebP image rendering. The modern image format significantly increases performance in compatible browsers – a fallback solution has been implemented for old browsers that are not yet compatible.
Image-intensive websites like OBERMEYER's tend to be slow and perform poorly. In order to prevent performance problems caused by large amounts of images from the outset, we have relied directly on image rendering via WebP.
The modern image format significantly increases performance in compatible browsers and has been proven to improve the performance of the core web vitals – a fallback solution has been implemented for old browsers that are not yet compatible.
The team intensively discussed customised elements as part of the detailed development of the content strategy. In this context, the client's wish for a stringent and structured content was crucial to convey a modern and orderly image.
This was achieved by a header element individually created for all regular content pages. The element incorporates the red square from the company's logo and translates it into an animated, visual content element when the page is accessed. The homepage was built based on this, with a full-screen image behind the navigation enhancing the usual header element.