Central Florida RoofingDesigning for Local Buisnesses
Overview
Roles
Web Design
Front-End Development
Design Methods
Competitive Analysis
User Task Analysis
Journey Mapping
Information Architecture
Wireframing
Heuristic Evaluation
Duration
4 Months Intermittently
Tools
Figma, Wordpress, HTML, CSS, JavaScript, PHP
A WordPress site specialized for informing potential customers and creating consultations.
The Challenge
In the internet age local businesses need to have an impactful web face that people can trust. Poorly optimized websites and looks can scare away potential customers before they even reach out to find out more about the service.
Roofing is an especially large industry in Florida, and with the impact of hurricane Ian, this was a necessary time to improve our client's site. Citizens and businesses rely on the confidence and trust provided by the local presence, the immediacy with which they can act, direct communication, and the integrity of the establishment which is vetted by the many years that these companies have been in business. This confidence must be evident even in their online presence.
The Approach
To create an effective and memorable website for a local business that not only establishes trust in the potential customers that may arrive at this page but create value for them and the business through its utilities and informative content.
Realizing the Scope of Our Project.
Understanding The Client's Needs
List of Client's Tasks & Requirements
- Form submission for potential customers to contact the company.
- A resource page for users to gain knowledge that also accommodates video content.
- Ability to update general webpage information.
Translating Value to Customers
- To deeply understand what the company offers and to develop an experience that is consumable for potential customers.
Deciding to Build with WordPress
Understanding that the client would need to have a website that is attuned to their previously listed needs, a CMS like WordPress made the most sense because of their market range and budget, and so they can manage their own content over time.
Awareness, Consideration, Conversion.
User Task Analysis
Collecting Knowledge
- To provide valuable information in an organic way easing small shopping pains of potential customers to convince them of the company's efficacy.
Creating Consultations
- A simple form that is easy to find anywhere during their information journey quickly closing a lead and opening the conversation for someone to talk to them about their situation.
Our Takeaway
In order to gain more leads we must provide value to the user with curated and informative content.
Once the user is confident in our abilities they will need a quick resolution. A persistent contact form and company contact information must be readily available to ensure they pursue their interests with the company.
Settling on a Design with our Client.
Prototyping
Designing a mockup to be approved by the client before beginning the programming process. This will show key features and a good idea of how the functional website will be laid out and likely styled.
Landing Page
The home page is one of the most valuable to a website, capturing the user's attention and pushing them to the next phase in their shopping journey.
The mockup for the landing screen features an immersive video that will immediately introduce the owner of the company establishing trust. Just below will be a showcase of their company's certifications further driving the established trust and pedigree.
A floating consultation/contact survey will populate a portion of the immersive video and also as a constant at the bottom of every page. This will need to be the second thing that the user will see and is the priority of the website so it will need to stick out as a non-intrusive but obvious linear function.
Next, they will be greeted with the services and features that the company provides so they can begin collecting data about whether this company is right for them. Reviews will be listed relatively close by refreshing the confidence of the customer.
How We Help
This page features information that will alleviate any confidence pressures that the customer may face by showing previous success stories in an interactive way.
The top of the page will feature photos of employees and the owner with previous customers, establishing trust with the viewers while also introducing them to their stories.
The bottom half of the page will feature a challenging customer story and explains how the company helped them through the hard time.
Knowledge Base
This page features all video content that the owner will want to show to promote the company, acting as a database for all information surrounding the roofing process.
A main video will be highlighted at the top grabbing the attention of the viewer, the rest of the videos will not be obscured by carousel menus also sorted by category of information type.
Client Based Adjustments
Following this, we drew up three looks, a minimalist look, a maximalist look, and a moderate look in between the two, as to A/B Test and defign the range of complexity we can align with, as to avoid feature fatigue and overstimulation.
WordPress Buildout
Development
Building the final version of the website using the WordPress system to develop a custom theme based on the mockup.
Reflection
The site is currently being built out and will soon be hosted by the owner once it is finished.
Past this we will conduct user testing with Google Analystics, Google Tags, and heatmap based software to see how users are interacting with the site to improve the usability.