// Web design // UI design // UX design // Branding
// Illustrator // Photoshop // HubSpot // HTML // CSS // PHP
The existing Restaurant Manager website was a low converting site with an extraneous amount of pages that the user could easily get lost in, which caused higher abandonment rates. It’s non-responsive design and outdated graphics did not speak to the target audience or one of the product’s main incentives - that it’s easy to use. Duet was a new product from the same software developers who wanted the two products to be visually related to one another but also be able to stand on their own.
I developed visitor profiles and worked to uncover core messaging. I surveyed all the pages and pulled out overlaying themes that were present but not concise. I then combined and/or removed expendable pages, providing enough engaging content that the visitor could be informed, but not so much that the visitor would become overwhelmed and lose their path to converting. I also updated the graphics and imagery to show engaging interaction between customers and the product.
The new sites allowed the user to learn about the product, download helpful materials, view customer testimonials and finally, guide them to want to speak with a local reseller. Strong visuals, including customers interacting with the product and screenshots displaying how the products resolve common industry pain points, aided in this journey. I also optimized the sites for organic search, which increased visibility on the web. The Restaurant Manager site went from page 6 of Google to Page 4 in a span of only 60 days, and continues to increase. Lead conversions increased by 10% providing more opportunities for demos and sales.
