Local Web is a digital marketing company that specialises in getting small to medium-sized businesses more customers. Over the last decade, they’ve built their brand by offering an honest and transparent service that delivers successful marketing strategies tailored to their clients’ needs.
The client’s website was in need of a redesign to reflect their unique selling proposition. They were receiving a lot of traffic to the site, but conversions were poor. As a result, the new design needed to convert the existing target audience while also appealing to larger organizations.
The project goal was to create a new website that reflects the trust Local Web has built with its customers.
Through both UX research and UI design, I was able to see that the website needed work in order to match the company’s level of expertise. After meeting with the client and going through a desktop analysis, as well as conducting interviews with key stakeholders, it became evident that social proof would be essential in gaining the trust of customers. Also, after further research, we realized that it was important to use language that everyone could understand when discussing digital marketing platforms such as Google and Facebook.
We wanted the new website’s content to show users that our services could be customized to them, so I collaborated with a copywriter. We came up with language that explained the services simply and highlighted how much they would benefit whoever used them.
I designed the graphics for this project and created the new branding. I followed my standard process of creating low-fidelity sketches, before moving on to high-fidelity prototypes, conducting usability testing, and going live.
Given that the new website would be the client’s opportunity to engage and educate users about digital marketing, we made sure with each design solution that the user wouldn’t feel overwhelmed, but could easily learn exactly what they needed.
I concentrated on redesigning the interface, making it more engaging and informative. I also took advantage of a color palette that emphasized Local Web’s position as a Google Premier Partner. Users will be empowered by the design, increasing brand trust even further.
We’ve included design features such as video testimonials and a carousel to keep users engaged on our site. The Flip boxes allow us to present information in an interactive way, while the accordion functionality allows us to gradually disclose critical info. We’ve also added professional copy to build trust and educate users without overwhelming them. Finally, a multi-step form increases conversions and creates a better user experience overall.
The final product is simple to navigate with brief educational content, making each service easy to understand, with a design aesthetic that’s clean and contemporary.
