When Wayne Mills came to us, they faced two key challenges:
- An outdated website that hadn’t been refreshed in over 10 years
- Difficulty converting increased traffic into quality leads
Our team developed a strategy designed to:
- Create a modern, user-friendly website
- Implement effective SEO tactics
- Optimize the conversion process
- Refine CTA placement and focus
- Enhance the user journey for better lead generation
We developed an information architecture and user experience that focused on Wayne Mills’ plethora of product offerings, industry applications, and services.
The new information architecture served as the foundation to a more comprehensive content strategy. Which, combined with a newly redesigned aesthetic and user experience, significantly improved website performance by driving more traffic and increasing customer conversions.
Our SEO Design work resulted in a 218% increase in conversions as compared to the old website.
After launching the new website and seeing improved search visibility and traffic, the client turned their focus to increasing both the quantity and quality of web leads through a comprehensive audit of their conversion process.
Our audit identified several key tactics, such as focusing CTAs on one conversion type that led to stronger leads, de-emphasizing another that was taking up too much visual weight on the site, and highlighting secondary CTAs at the most effective points in the user journey.
Our CRO work resulted in a further 66% increase in primary conversions.
