Website Revamp for Small
Businesses Marketing Client
Summary: For any design/marketing agency that’s catering to small businesses, generating leads and converting potential clients into confirmed customers is as hard as it gets because of the competitors providing similar services. Our team of 3 had a huge task ahead. We had to capture the mind-space of localized Toronto businesses by revamping the website for Webware.io: a digital marketing solutions provider.
Table of Contents:
1. Current State Analysis
2. Competitor's Analysis
3. Personas and User Journeys
4. Content as Conversation
5. Wireframing and Prototyping
6. Reflection
The Process:
Step 1: Conducting the Current State Analysis of the existing website
I immediately noted a heuristic being undermined. While ‘Booking a Growth Session’ may be the internal terminology used by Webware’s associates. To first time visitors on their website this may be confusing. So, my team suggested they use the term ‘Book a Demo’ instead. On the basis of more of such findings, we were able to create a document highlighting the mismatch between user expectations and available website content.
Step2: Competitor’s Analysis
I find this as one of the most endearing tasks in the Design Process, as it provides me with the opportunity to use my research skills into analyzing what others are doing that’s better or worse. We fixed 5 competitors and evaluated Webware.io against those to identify gaps and opportunities. The biggest learning herein was how cut-throat the competitors are with their offerings, there are very few distinguishers but those are the ones that decide conversion from leads to clients.
Step 3: Creating Personas and User Journeys
Webware directly put us in touch with their customers and also allowed us access to their Customer Survey Reports. These insights thus gained allowed us to come up with Personas representing the needs, goals, frustrations and expectations of the clients of Webware. Keeping the outcomes for these users in mind, we created smooth user flows and journeys reaching the end goal of booking an on-call demo session with Webware’s team.
Step 4: Content as Conversation
I had one of the most stimulating discussions with my team working on the Content as Conversation part. It’s a simple concept of User does this, System does this[as a response] but the storyteller in me got its chance to hypothesize scenarios. This was exactly when I realized what were the ‘extra’ additions to the website that my team could suggest which would make it stand-out even better.
Step 5: Wireframing and Prototyping
So, I zeroed in on the possibility of Portfolio Filters as a key change to be integrated into the website layout. Since Webware.io had already showcased a tonne of executed projects on their website. We found an opportunity to customize the experience of browsing through those. If someone was a small plumbing business owner they’d probably want to see similar work from Webware on Plumbing clients and not for an Immigration Consultancy Client. My team and I redid the design for the entire website by creating wireframes based on all the research findings and reports we had come up with. The final prototype and presentation was delivered to the Vice President of Marketing for Webware.
