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Redesigned outdated website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.
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.
Chunking
People remember grouped information better.
Chunks are easier to retrieve because your brain creates higher-order cognitive representations of the items within each chunk.
I divided the lengthy content into multiple sections and used design elements in each one to enhance readability and organization.
This approach ensures that the overall page remains digestible and doesn’t overwhelm the reader.
Hick’s Law
More options leads to harder decisions.
Hick’s Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
There are web pages with only a handful of links, and some with many links…
But the call-to-actions are few on a page. Only the homepage has 3 call-to actions, which is scattered along the lenghty homepage content.
The other web pages only have one or two call-to-actions, which makes decision making easier to do as there are less options to consider.
Gestalt Principle
Group related items together to create a sense of order.
This principle is based on the theory that the human brain organizes visual elements into groups or patterns, making it easier to understand complex information.
In the website’s Reviews page, it was initially a long content of customer testimonials. Line after line of testimonials…
What I did is I grouped and designed each information to their own sections… to easier digest each information presented.
The 5-star rating is given its own section to highlight the client’s credibility and available references.
Then four 5-star testimonials in their own section comes next to support the 5-star overall rating.
While additional testimonials are available further along the page, emphasizing these four key endorsements directs the web visitor’s attention to these specific praises.
This strategic focus aims to enhance the visitor’s perception of the business’s credibility and foster trust.
Before & After
Results
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.
