Having been in business since 2003, Computer Concepts has seen many iterations of its website. As the company grew, so did its digital marketing needs. In 2012, the company opening its second location and in 2016, it opened its third. Because it was serving a larger area and growing its digital marketing footprint, it became imperative that a new website design be deployed.
The focus of the project was to provide an easier way to access information, book computer classes and request service. The new design would require a complete overhaul of the content strategy and would also need to have a refreshed design that was more in line with the times. As digital marketing is the company’s primary driver of new customers, the website is the catalyst for how many visitors become paying customers.
When we redesigned the site, we improved upon the content organization by creating more pages and incorporating a mega menu that housed links to most of them. The mega menu also allowed for more information to be added to the menu that prevented visitors from navigating away from the page to get contact and location information. In addition, the site company would overhaul its digital marketing campaigns in order to capitalize on the new design.
The impact of the redesign was immediate. Not only did the site rank higher in searches for all three of its locations, the costs associated with paid advertising dropped, leading to more engagements for the same investment. The site saw an increase in visits due to the boost in placement as well as the reduced advertising costs. Furthermore, the rate at which visitors completed forms requesting service or calling to request information increased dramatically. Other metrics used to measure performance also saw a boost and the site is well on it’s way to paying for itself.
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