Project: Website Redesign

Small Company looking to expand their digital footprint
(this project name & superficial details have been omitted)



Brand A has grown quickly in the last 2 years. They opened a second office and became involved in local and state government. They are looking for a way to convey the heart of the brand and Owner’s mission statement in the digital world. The website was dated and customers were asking for more ways to interact with their accounts digitally. With newer technology emerging in their field it was important to integrate a customer portal for billing and customer account maintenance to stay competitive.


I worked with the owner to create a brand persona which will drive digital content and campaigns. Their website information architecture was revised to decrease drop off.  Finally a creation of a customer portal to give clients a central location to review their services make payment.


reaching the Solution

Branding came first, I worked with the owner and teams to craft a brand persona and mission statement that would dictate the new digital content. Once we refined the brand tone, we updated the visual brand guidelines as well.

I worked with a copywriter to analyze the current materials and optimized them for digital content. The current website analytics were reviewed to understand what content was most popular and areas that needed a little extra attention.

Then recommendations were made for a new site hierarchy and new content to be created. Once these were approved a new website was created, (sitemaps, wireframes) and a plan was put in place with the current team to keep content fresh and reusable on multiple digital channels.



Branding Process

Discovering the Mission Statement and Tone
Customer needs - Clear path to the product, transparency of product, annual reassurances or check-in, a clear understanding of services offered
Values - Family owned, family-focused, customer transparency, custom product to fit custom needs
Tone - professional not casual, clear but not overly simple, friendly but not familiar
PR Opportunities -  Community outreach, sponsoring local events, involvement with local and state politics, charity outreach to focus on St. Jude and March for Dimes

Assessing current assets and website analytics:
Most trafficked pages - Home page, about us, contact
Least trafficked pages -Testimonials, blog, services
Forms - Site contains a "find a quote" form with limited cells to input and no confirmation screen.
Social media - Only Facebook page created that hasn’t been updated in a year+
Images/General Content - Logo image is not optimized, mobile load time over 15 seconds. The site is bogged down with extra JavaScript and not optimized for SEO. There are pages of large amounts of information and images that can be moved behind a customer portal.


Original Sitemap

Revised Sitemap

Lo-Fi Wireframes