OBJECTIVE
Get more leads that are sellers of distressed property. This is the top goal, everything else is done in hopes of creating more leads.
KEY REASONS FOR REDESIGN
(1) Higher conversion (phone calls or completions of web forms)
(2) Better layout, scrolling home page design
3) More visually pleasing (better images, more modern and professional looking)
(4) Better credibility
(5) Improve the SEO and frequency of site visits via more quality content (blog, images etc..)
(6) Setup google analytics page properly so it works and provides solid data
CLient
- Gordon Buys Homes
Services
- Web design
- UI
- Front-End Web Development
- WordPress Implementation
- Project Management
Deliverables
- Icons
- WordPress Build
- KPI Metrics
- Keyword Research
Other
- SEO
- Analytics Set-up
- Competitor Analysis
- Map Persona
Website
Other Project Details
Functional Requirements
(1) A scrolling home page that would include a video opener, web to lead form, brief versions of the other pages (testimonials, credibility builder, faq, about us, current projects).
(2) Blog, cleaned up blog that follows the new designs look.
Target Audience
(1) Anyone selling a distressed property and attempting to avoid using a real estate agent to complete the transaction.
(2) Anyone with a home in good condition we don’t want. We don’t want to focus on the keywords to attract them either as it’s even more a competitive market.
My Role
(1) Create an updated, professional site that converts more leads. This is to be achieved by improving the design, layout and images.
(2) Creating better calls to action, improved site speed and functionality.
(3) Improve the content on the home page, the calls to action, the FAQ page, strengthen and update the testimonials.
(4) Focus on the key 3-4 pages of content that matter to this site. Home, FAQ, How it works, About us, Recent Projects, Blog and maybe additional targeted pages for specific keywords that aren’t tied to the navigation.
Discovery Process
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’ format to easily get leads.
MAP PERSONA
Created a map persona and user journey for website flow reference.
SCREENCAPS
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)
ANALYTICS
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.
