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The overall website imagery needed to resonate with all geographic personas, but by building location specific mini-sites, we could hyper-target text content to fit each office location's needs. If a user enters the site and is interested in the Beaver location, for example, she could access that section and interact with a Beaver-specific navigation menu. This was important since each location boasted unique differentiators. For example, their Cranberry office has a painted circus mural while their North Hills location includes a full coffee bar for parents.
Each location section included individual pages for: