Website Redesign
Conducted a comprehensive analysis of the current websites status, structure, user experience and content in order to find areas fit for optimization. While doing the redesign of the website I kept in mind what and who IT Support Specialists are that way the website will best demonstrate their services and help with any SEO.
Business Goal: To create a improved user experience, increase conversion rates and coordinate the website to best align with the companies service offerings.
Project Overview
While working as a digital marketing intern at IT Support Specialists during Summer of 2023, I had the chance to lead the website redesign project. The main goal of this project was to create a improved user experience for new and current clients, increase conversion rates once on the website landing pages and coordinate the website to best align with the companies service offerings and core values.
In order for me to accomplish this goal of optimizing the website, I worked with the C Suite level managers at IT Support Specialists to create a plan that would include redesigning their website content and structure, but also best portraying who ITSS really are.
My Responsibilities
Familiarize With Website
To optimize the current website effectively, I needed to understand and evaluate it from a client's perspective. My approach involved navigating through the different services tabs, assessing their accessibility and user-ability. Additionally, I analyzed the page load times, content organization, and other critical factors that impact the user experience. By meticulously going through these steps, I could develop a tailored strategy for redesigning the website. This client-centric approach allowed me to identify and address specific issues, working methodically to meet IT Support Specialists' goals for a website that aligns with their objectives and allows for an optimal user experience.
To gain a better understanding of the website's structure and how it functions, I utilized the Divi tool within WordPress, which provided valuable insights into how the website operates and this allowed me to explore potential areas for improvement more effectively with the tools that Divi had to offer.
Find Areas Of Improvement
After conducting a comprehensive review of the IT Support Specialists' website, the next stage involved identifying areas of improvement. This involved a detailed analysis of the website's content strategy, user interface design, and other search engine optimization (SEO) factors.
By leveraging analytical tools and conducting a client-centric review, key areas were found that needed optimization. The objective of this data-driven and user-focused analysis was to locate any specific elements that failed to represent IT Support Specialists' brand identity or meet the team's standards for clarity and professionalism. This approach ensured that the revamped website would best showcase IT Support Specialists' services through a user-friendly experience.
Present Recommendations
The final step involved presenting the comprehensive findings and in-depth research conducted throughout the redesign process to the IT Support Specialists' team. They were excited to see the new and improved ways to present their services and abilities to new potential clients. The team found the research invaluable, offering that the perspectives would allow them to portray their company's identity to both new and current customers.
The team expressed their gratitude for the level of detail within the presentation, saying that the findings would guide their future website design ideas and help lead to more informed clients.
My Tools
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Wordpress
WordPress allowed me to make the redesign changes to the website, but granted me a sandbox feature that let me try new formats and tools before the final pages went live on the site.
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Slickplan
Slickplan allowed for me to create a more optimized sitemap of the IT Support Specialists’ website that was then later used during the redesign phase of the project.
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Basecamp
Basecamp provided a centralized platform for our redesign team to collaborate, store findings, and share files.
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Google Slides
Leveraging Google Slides, I created visual presentations to easily communicate the website design and recommendations with impactful graphics.
My Results
By firstly analyzing the user experience and structure of the website I was able to identify areas that needed improvement to help with usability and overall customer satisfaction. Doing this would lead to a more streamlined and more accessible website design which would make it easier for new and current customers to locate the different services or information that they need. While optimizing the content on the website pages to incorporate the key words list that was generated would help the SEO of the website and increase its visibility which would help drive more traffic.
After optimizing the structure of the website and incorporating the new keywords list we were able to create content that best represented who IT Support Specialists are as experts which would help create a more personal experience on the website. Doing this would hopefully lead to a lower bounce rate and a higher engagement rate. In doing all this, we were hoping to see a jump in conversions whether it was signing up for their services or scheduling a meeting to speak with the technology coach.