Unlocking the potential of your website goes beyond just aesthetics; it’s about creating a digital handshake that welcomes and guides your customers toward making that decisive click. In this case study, we’ll show you how the right web design agency can turn your online platform into a lead-generating powerhouse, where every element is fine-tuned for conversion.
As a Senior Digital Marketing Strategist for KWSM, I’ve worked with many clients over the last three years who struggled to get the right results from their marketing because their websites were not up to par. I’ve seen firsthand how a great website design can maximize the results of all of your marketing elements.
In this blog, I will explain the benefits of hiring a web design agency and go over a web design agency case study where we assisted a client in achieving their objectives by redesigning their website for better conversions.
Before I share those details, let’s dive into how website design works hand-in-hand with lead generation results.
The Role of Website Design in Lead Generation
A business’ website must inspire visitors to take action. Whether it’s purchasing a product or signing up for a newsletter, the user’s journey should be straightforward and compelling.
Case Study: Recharging a Solar Battery Company’s Online Presence
Our collaboration with an up-and-coming solar battery company focused on connecting with two distinct groups: homeowners and installers. The challenge was that the current website wasn’t effectively prompting these visitors to act. Our objective was to refine their site to better communicate with these key demographics and enhance lead generation.
Our team came up with a plan to redesign the site to improve lead generation results.
Refining The Web Design for Clarity and Action
The website overhaul began with addressing the existing layout’s shortcomings. We restructured the design to guide each visitor segment. We integrated straightforward call-to-action prompts and refreshed the visual appeal with new product imagery and strategic layout adjustments to accomplish this.
Web Designer Matthew Cancilla describes the updated site as “a refined, navigable experience, enabling visitors to find and interact with the desired content effortlessly.”
Design
In redesigning the website, we aimed to make it clear and easy for the two different groups.
- Homeowners looking to buy
- Installers looking to partner
Our approach focused on creating a welcome page where people would answer a question that would identify their goals and direct them to a site designed around their needs.
We gave the entire site a fresh, updated look with new product images and a clean new layout. We also made finding information a breeze by tidying up the navigation menu, so no one gets lost looking for answers.
These thoughtful touches mean a smoother visit for everyone, encouraging them to take the next step.
“The site has definitely been powered up, pun intended. With its sleek design, intuitive navigation, and engaging copywriting, we leveled up the user experience. Now it’s easier for visitors to find exactly what they need.”
– Matthew Cancilla, Web Designer, KWSM
Copywriting and SEO
To support the new design of the website, our writers focused on rewriting pages to better speak to our client’s audiences and implementing SEO best practices. The biggest copy change we made was cutting down on the former website’s specification-heavy style. This helped to condense the site’s total word count significantly and allowed us to be more direct with the information we shared with both audiences.
On the SEO side, we aimed to hone in on those organic users who were homeowners and contractors.
One of the biggest challenges we faced was the competitiveness of the solar industry. In organic search, this client was up against some very big players. We tried to combat the competition by finding less competitive keywords that had slightly lower volume. This would allow our client’s website and content to appear higher in these specific searches without losing out on high-quality leads.
- For dealers, we targeted people using organic search engines who did not know the full benefits of solar batteries and may have been missing out on providing the best service to their clients.
- For homeowners, we focused on the ‘why’ and used keywords to help show the benefits of using our client’s product.
These specific messaging points for each audience are also reflected on the main home page design where we included “I’m a dealer” and “I’m a homeowner” call-to-action buttons.
An Additional Call To Action
In addition to encouraging users to fill out a form, our client wanted to provide their customers with educational resources. To support this goal, we created a resource hub for important documents. This new feature required users to enter their information into a form and download these resources.
Adding a form requirement to download these documents, also known as “gated content,” allowed the client to follow up later with these specific customers and move them toward marking a purchase or becoming a partner.
Results
After implementing these design, copy, and SEO changes, we began seeing improvements within the first 30 days.
- 26% increase in average session duration
- 22% increase in pages per session
- 14% increase in organic search traffic
- 13% increase in new website visitors
How Can a Web Design Agency Help Increase Your Leads?
As I’ve shared in this blog, the design of your website is directly connected to the success of your marketing. As the hub of all of your efforts, your site needs to speak directly to your audience, call them to action, and make it simple to find the information that they need.
Working with an experienced web design agency can help ensure that your website works. The team at KWSM can help you through every step of web design, from strategy to execution. Let us take care of the process from beginning to end and bring your website to life.
If you want to learn more about our website design services, complete the contact form below. The KWSM team will reach out to start a conversation about your goals.
