User-Centric Design and Clarity:
To enhance the Flood Risk Specialist business’ online presence, The Good Marketer embarked on a comprehensive redesign, emphasising a mobile-first approach. The new design was crafted with conversion and user experience (UX) at the forefront, ensuring that the website looked modern and functioned seamlessly across various devices. By restructuring the website layout, we aimed to provide visitors with an intuitive and engaging experience. Clear and concise messaging aligned with the business objectives, eliminating the ambiguity that hindered the previous user journey. This user-centric design strategy captured potential clients’ attention and fostered a deeper understanding of the Flood Risk Specialists services, contributing to a more conversion-oriented website.

Speed and Core Website Vitals Optimisation
Recognising the impact of website speed and core vitals on user satisfaction and search engine rankings, The Good Marketer implemented a robust optimisation strategy. Techniques were employed to enhance loading speeds, ensuring that visitors experienced swift and efficient navigation. Simultaneously, we fine-tuned the core website vitals to meet and exceed industry standards. This optimisation addressed immediate frustrations users had with the previous website and significantly improved the overall performance. The result was a website that met expectations and exceeded them, contributing to higher search engine visibility and a positive user perception of the Flood Risk Specialists.

Mobile Optimisation and SEO Enhancement
In response to the challenge of mobile accessibility and SERP rankings, The Good Marketer implemented a dual strategy. First, we prioritised mobile optimisation, incorporating responsive design elements that guaranteed a consistent and engaging experience across various devices. Second, we conducted a comprehensive SEO analysis and optimised all website content to align with industry-specific keywords and search intent. This approach aimed not only to make the website more user-friendly on mobile devices but also to enhance its overall search engine rankings. The result was a website that not only appealed to users on the go but also attracted a broader audience through improved organic visibility.

The strategic combination of a user-centric design approach, optimisation for speed and core vitals, and a focus on mobile accessibility and SEO has profoundly transformed the Flood Risk Specialists digital landscape. The website now stands as a testament to the company’s commitment to excellence, providing a seamless and engaging experience for users while achieving higher search engine rankings. The collaborative effort with The Good Marketer has not only addressed the initial challenges but has elevated the business to a position of leadership within the competitive environmental services sector.

Effective Design For An Effective Finance Provider

We needed to initially understand the issues that the business had with their existing website, and how best we could bring this up to the quality expected by potential clients. This involved extensive meetings to discuss tone of voice, and their design preferences so that we could seamlessly combine our suggestions to improve UX and their desired branding aesthetic.

It was quickly identified that the main improvement was regarding the lead generation process on the existing site, and how it could be refined. This involved in-depth communication between our web development team and the client themselves, so that we understood clearly how they wanted to qualify their clients.

While this slowed down the building process for the wireframes, it was a crucial step to ensure that the build itself was centralised around CRO. A more succinct lead process would provide a better UX for clients by minimising the barriers to conversion that often come with complex lead/contact forms.

Lead Focused Designs

Ultimately, it was decided that a simpler pop up lead submission process was the best choice, as this allowed customers to quickly enter in their interest, and would offer the business with follow-up opportunities to build strong relationships in the consultation phase. This simple process also enabled more instances of clear CTAs on the landing page, without interrupting the prospective client’s use of the site.

CRO Based Development

It was important to the business that their ethos of transparency and efficiency be transmitted in the build and structure of the site itself. This focused our approach to the build into one based on CRO, and a succinct but intuitive structure for prospective clients. 

The existing site did not have separate landing pages for the differing finance solutions provided, which was identified as not only a necessity to make overall navigation of the site easier, but also a key SEO opportunity to boost the brand’s online presence.

User Focused Navigation

We implemented a more detailed top navigation structure, with clear delineation between the types of finance services available. We also identified the need for key pages such as an About Us, Blog and Case Study page, to showcase previous successes and to build trust and authority within prospective clients. Our content team carried out in-depth keyword research based on market insights and competitor analysis, to identify the most accessible and relevant keywords for the homepage and key service pages. By carefully incorporating these keywords into our refreshed content, this meant we could increase the visibility of the site without compromising UX. 

Improving the site in line with best CRO practices, we implemented more CTAs within the landing pages, providing key instances for conversion. Valuable USPs were identified more clearly in added sections on the page, to continue building trust and authority; while keyword optimised content was distributed evenly throughout the page to contribute to our SEO strategy without compromising the CRO structure.