Learning by simulation: VSTEP makes it happen

“VSTEP has been around for more than twenty years. We make software and hardware for training at maritime organisations,” says Brand Manager Tania Bozheva. Think of it as a professional flight simulator, but for ships, adds Marketing Team Lead Walid Assal. “The maritime sector is enormous, and training and deployment are a big part of it. VSTEP offers the option to learn through simulation.”

The website is one of the first points of contact for customers, Tania explains. “That is why it matters that it looks right. We were looking for a partner who could help us with that.” A recommendation led the company to JKC. “We got in touch with Justin and the impression was good straight away.”

How a website performs, speed above all, is one of the main goals, while the visual design still has to be appealing. Tania: “We wanted a partner we could rely on for a smooth migration, and with JKC that went well.” News articles matter a great deal to VSTEP as well, since the company wants to position itself as an expert in its market. “The structure has to encourage reading time, because that increases the chance of a lead.”

VSTEP’s products are highly visual and complicated. “It does not compare to selling something like a lipstick, which is simpler to position and easier to understand,” Tania says. “A simulator is a complex product, with different types and different audiences. We sat down with JKC to work out the best positioning and presentation.”

Tania says the collaboration started well right away. “Because our product is so visual, Justin came by regularly throughout the process. You really have to see the simulators to understand what they are and what VSTEP actually does.” Communication was quick and efficient too. “Even when things went differently than expected, responsibility was taken and action followed fast. That builds trust,” Walid adds. “With shareholders and management involved in the process, both we and JKC had to stay flexible.”

The foundation is in place, now it is time for the next steps. Walid: “The website is live and the base is built. The focus now has to be on findability, so SEO is high on the agenda.” VSTEP also wants to take a closer look at optimising the customer journey. “We need JKC’s expertise for that. In design and development, but just as much in the thinking that turns the website into an even more valuable asset.” If it is up to VSTEP, it will not stop at building the website, Walid says. “We are certainly happy with the collaboration so far, but we would like to take it to a higher level.”