Redesign
Digital Marketing Agency
This was a voluntary redesign that I took up after interviewing at a Digital Marketing Agency. I thought that showing the value that I could offer, or at least my eagerness to make a difference there would play to my advantage.
I sat down and did a basic usability review looking for all of the pain points that might exist on the site, any conventions that might be needed to make it easier to navigate, and jotted down any notes about increasing conversions that might be helpful on the homepage.
The only time I had seen the site was when I was looking into the company for a job, and so my outlook was more geared towards what their work environment and culture looked like. This would not be the same for a small/medium sized business that would be looking into hiring them to take over their digital marketing and development, so I needed to switch gears and try to put myself in those shoes.
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Empathizing: Defining User & Business Needs
If I were still running my small business, or if I were someone with a business that didn't know much about digital marketing, what would I be looking for that would give me the confidence to call and hire them on the spot? I would want a seamless experience on their website that leveraged progressive disclosure so that I didn't feel overwhelmed, I would want easy access to their social media accounts so that I could check in on how they themselves were doing in that realm, and I would want everything to just be extremely easy and intuitive on their own site so that I could trust that they would do the same for me. I would be paying them after all! So this is what I focused on for the user.
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In terms of what the business would want, I focused on increasing conversions after visits to their site. I knew that we would need to be upfront about what our services were, highlight our achievements early on in the experience, and maybe even have a way to keep in contact with this person that is interested after they have left our site with minimal effort on our end. This would be our first impression, and we can assume that this business owner would be looking into many other digital marketing firms that would begin to blur together after a while. We needed to make ours stand out for how easy, useful, and connected we were.
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Usability Review & Suggestions
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*I have edited the site view so that the Digital Marketing Agency can remain anonymous*
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The Fold
Video: walking around their office space : No sound.
Leads to the same page
Add Social Media buttons and phone number for easy contact
User may not stay on the homepage because there is no incentive to watch the whole video
Add content or interactive features that keep the user here.
It can be unclear that you should scroll down. Moving the down arrow up above the fold could make that easier to infer.
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A scroll bubble highlighting
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specializing in small/medium sized businesses
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advertise blog
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award currently next to logo ​​
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Visual Hierarchy draws the eye to "OUR STORY" and the 2 bright buttons. This out-competes the text in the middle which is the 1st description we have seen of what the company does.
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Make "Our Story" less pronounced
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Increase size of description.
These lead away from the home page before seeing what services are offered further down on the page, the labels can initially seem ambiguous, and they compete with the text above:
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Since they lead to the same page, lets cut it down to one button.
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Move this section of the page down below "Services" so that users are not navigated away beforehand.
"YOUR STORY" competes with the sentence below. Same recommendation.
Other Suggestions:
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Advertise your blog on the front-page of your site so that users perceive real free value from the beginning. This will give them a chance to build trust and understand what you focus on before they contact you.
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Gather email signups from your homepage by offering free content to their inbox periodically. Assuming that they will be looking at other agencies that will undoubtedly begin to blend together and get difficult to keep track of, this will allow you to pop up again later on after you've already made your first impression. ​
Home Page Mock-up:
logo
Navigation Header
Phone #
Social Media
Email Collection
Scrolling Content