Gordon Buys Homes

Challenge:

How do you create a high-converting website when the client insists on keeping extensive content for SEO purposes?

My Solution:

Applied advanced UX principles to transform content-heavy pages into digestible, conversion-focused experiences

Strategic Thinking

Redesigned outdated website

with broken functionality into a modern, conversion-optimized platform

Implemented comprehensive tracking system

where none existed previously

Transformed content chaos

into organized, scannable sections using cognitive psychology principles

Strategic Business Value

Delivered complete website overhaul,

analytics setup, AND marketing strategy in single project

Saved client from potential loss

of SEO rankings while dramatically improving user experience

Testimonial

So pleased with the results and the effort. I felt very fortunate to have Mercedes on this project. I plan to continue having her handle this for me if she is available in the future.

Fantastic work, follow up and communication. Great market research too, she took the time to understand my business and it made a huge difference.

Tim Gordon

Owner, Gordon Buyys Homes

Research

Target Market

Anyone selling a distressed property and attempting to avoid using a real estate agent to complete the transaction.

Competitor Analysis

I completed a competitive analysis of the client’s top competitors. Based on this, I was able to come up with a an ‘step-by-step’ how-it-works format to easily get leads, and a website design that works for the house-flipping industry.

Keyword Research

I also rendered Keyword Research services using Google Analytics and SpyFu software. With these tools, I was able to give keywords recommendations for both content and digital ads usage.

Please note, I DID NOT provide link building or paid ads services.

(Metrics) KPI

The website initially didn’t have metrics in place to track conversions. Thus, this measurement plan was put in place. Major conversions tracked are the following:

‘Get Started Now!’ button (at the bottom of each webpage)
‘Get Cash Offer’ Main Menu button
Phone Number
Get A Quote Form (link on Homepage)
‘Get An Offer’ form submission (from Get An Offer page)
‘Sign Up Now’ form submission (from Investors page)

Map Persona

Created a map persona and user journey for website flow reference.

Iterations

Implementation of UX/UI principles enforcing Visual Hierarchy to make long content manageable to read. Please view slide deck below.

Results

Data from Google Analytics revealed that phone calls and the ‘Get Started Now’ button are the prominent conversions from the website.

Please note that client has added further innerpages (and content edits) into his website and also did digital ads on his end that affect these conversions.