Earlier in 2024, Schmalz & Associates embarked on a comprehensive website redesign aimed at enhancing user engagement and improving overall conversions. The redesign incorporated significant content and structural updates, ultimately leading to increased user activity and enhanced lead generation.
Objectives of the Redesign:
The primary goals of the website redesign were to:
- Improve user experience and site navigation.
- Adjust the language used on the site to better reflect the firm’s service offerings.
- Increase the volume of user inquiries and consultations.
- Enhance the site's overall visual appeal aligning with updated branding strategies.
Scope of the Project:
The redesign encompassed a thorough review of existing content, structural changes to navigation, and adjustments to key user interaction points. Below are the specific updates made during the project:
- Bios Update:
- Updated the bios for team members Eric and Nicole to include newly provided content, ensuring accurate representation of their expertise and roles within the firm.
- Content Removal:
- Deleted the “Why choose Schmalz & Associates?” section from all versions of the website to streamline the content and focus on direct service offerings instead.
- Consultation Wording Adjustments:
- Removed references to “free” quotes and adjusted phrasing across the site. The call-to-action "get a quote" was replaced with "schedule consultation," and any mention of a "no obligation quote" was eliminated to create a more professional tone.
- Consultation Form Overhaul:
- Replaced the "Get a Free No Obligation Quote" section with a new consultation contact template, utilizing a general "contact us" approach to minimize user confusion and enhance clarity.
- Navigation Updates:
- Revised the "Bonds By Type" dropdown menu to correct the order and naming of categories, changing "Construction Bonds" to "License & Permit Bonds" for better accuracy and user understanding.
- Homepage Layout:
- Updated the tiles below the fold to align more closely with the primary navigation options, ensuring a cohesive user experience.
- Images:
- Prepared to replace outdated images pending the provision of new, updated visuals from the client to enhance the site's aesthetic appeal.
- Global Call-to-Action (CTA) Text:
- Amended the CTA text throughout the site, changing "Schedule A Meeting" to "Schedule A Consultation" at the top of all pages to reinforce the focus on consultations.
Results:
The redesign yielded impressive results, demonstrating the effectiveness of the updates made:
- Conversions Increased:
- Form submissions rose by 4.7%, indicating higher engagement with the consultation forms.
- Clicks to email increased by 50%, suggesting users are more inclined to reach out.
- Clicks to call surged by 60.9%, reflecting a heightened direct interest in consultations.
- User Growth:
- Active users saw a monumental increase of 145.7%, showcasing substantial engagement levels.
- New users increased by 147.7%, suggesting the redesign successfully attracted fresh traffic to the site.
Conclusion:
The redesign of Schmalz & Associates’ website proved to be a significant success in enhancing user engagement and conversion metrics. By focusing on streamlined navigation, clearer communication, and removing unnecessary content, the firm has positioned itself to better serve its clientele while achieving notable increases in both consultation requests and overall user activity. This case study exemplifies the impact that thoughtful website updates can have on a firm’s digital presence and user interaction.
