Website Re-Design
A conversion rate and search engine optimized website redesign for a recruitment agency wanting to improve its brand awareness and inbound lead generation from its website.
Services:
UX/UI Design
Branding
Project Design Lead
Overview
Before the project began, Search Solution Group was experiencing rapid growth as a national recruitment firm. They had successfully collaborated with several well-known brands, placing top-level executives across various departments. However, their website and overall branding had become outdated and needed a significant overhaul.
Our internal project team at Search Solution Group included myself, the Marketing Director, and the Chief Revenue Officer. Collaborating with an external marketing agency for SEO and website development services, we identified the causes of declining search performance and uncovered key growth opportunities through a new website design.
Problem
The reasons behind the company's declining search performance and brand awareness were quickly identified. The outdated website failed to meet Google's best practices and UX/UI standards. Its information architecture was non-intuitive and poorly optimized for effective conversion funneling. Coupled with the company's outdated visual branding, this led to significantly reduced organic traffic and conversions.
Objective/Strategy
My role in this project involved updating the company's visual branding and designing a new website that implemented UX/UI design best practices. My objective was to first design a new logo and major visual branding elements, using these as the basis for designing a new website UI kit.
I collaborated with the team to conduct market research and establish the new information architecture for the website. Then, I designed the website itself using Adobe XD and Figma, ensuring the web development team had all the necessary UI kits and design guides.
I maintained direct and open communication with the development team and scheduled review meetings to ensure each aspect of the website looked and functioned as intended. After the website launched, we monitored various metrics, such as conversion rates and traffic data, to optimize the site further. By analyzing lead quality, heat maps, and form drop-offs, we made adjustments to enhance conversion rates and lead quality.
Results and Impact
In December 2022, Search Solution Group launched its new website. Over the next several months, we continued to produce SEO-optimized content across all the company’s areas of practice to build a dominant organic presence. Inbound leads increased by over 40% in Q1 of 2023 and continue to provide new business opportunities and profitable revenue for the company.
Tools:
Figma
WordPress
Adobe Creative Suite