User studies drive web redesign
Redesign my site
It’s too complicated and new prospects have a hard time finding the site.
Customer’s Objectives
- Simplify the site to make it more usable by US customers.
- Minimize confusion from other companies with same name and similar products.
- Improve search results.
Business case
We performed a user study for the client and discovered their customer base, which primarily consisted of engineers, were complaining that the site was very german centric and was challenging to navigate. It was it difficult to find the right product for their application, as well as product documentation (performance curves, drawings, etc.) Measurements were metric, which caused the customers to spend time converting to US measurements or having to call the Company for better information to spec products into their systems.
We also conducted a thorough site audit and found many metadata (backend) problems and server issues stemming from sharing a server with the parent company.
Process
- We combined input from user studies and our client’s site goals to drive overall site design.
- We used the site audit and a keyword study to improve the site’s metadata to help improve search engine results.
- We separated the US site from the company’s German parent site to eliminate site errors (front end content and backend metadata) to also help improve search engine results.
Project Outcome
A new site tailored to the company’s US customer base was created.
- Navigation gives users simple means of confirming that this firm is equipped to have solutions to their problems.
- Messaging clearly states who they are, what they offer the world and motivates users to make an inquiry.
- The site was search engine optimized and immediately, all site errors were fixed and we began seeing improved search page results.
Ready to start your next project?
Click the button below to email us or call 360-834-2780. We look forward to working with you.