ML Group is a construction corporation in Toronto that was looking to transform its outdated website into a modern platform that would enhance user experience, increase engagement, and drive measurable results.
Challenge
ML Group faced several challenges with their existing website. The outdated design, complicated navigation, and lack of mobile responsiveness resulted in a high bounce rate and low user engagement. The content structure was disorganized, making it difficult for visitors to find relevant information and convert it into leads. Additionally, the website’s search engine rankings were declining due to poor SEO optimization.
Solution
To address the challenges I followed a comprehensive website redesign strategy.
User-Centric Design:
- Conducted in-depth user research and analyzed user behavior to gain insights into audience preferences.
- Developed a new visual design that reflected the brand’s identity while prioritizing simplicity, clarity, and visual appeal.
- Streamlined the website’s navigation, ensuring intuitive pathways to key information.
- Implemented responsive design to ensure a seamless experience across various formats.
Compelling Content and Messaging:
- Conducted a thorough content audit to identify gaps and optimize existing content for better readability and relevance.
- Crafted persuasive and compelling copy that resonated with the target audience, focusing on highlighting the unique value propositions.
- Created engaging visuals, including high-quality images to enhance user engagement and convey brand messaging effectively.
Conversion Optimization:
- Conducted a thorough analysis of user behavior and identified key conversion bottlenecks.
- Redesigned landing pages, contact forms, and call-to-action buttons to maximize conversions and lead generation.
- Implemented A/B testing to evaluate and optimize various design elements and CTA for improved performance.
Search Engine Optimization (SEO):
- Conducted comprehensive keyword research to identify high-value keywords.
- Optimized website content, meta tags, and URL structures to improve search engine visibility and organic rankings.
- Enhanced site speed and optimized image files to improve overall website performance and crawlability.
Results
The launch resulted in 270% increase in organic traffic in 2022 and indexed their website for over 1100+ new organic keywords.