Redesign Strategy: 1st on Google within 3 months

I performed a framework analysis of the competition with a focus on UX and success in search engines. The analysis included a comparison of 6 competitors from the same or similar fields, operating in the same area of the country. The focus of my interest were mainly on first impressions, interaction, website visuals, content and SEO.

After the competitors’ audit, I conducted user interviews focusing on the problem space. The goal was to understand people who request construction services and specifically windows, doors or other products from the portfolio, identify pain points, concerns and find out the factors according to which they decide when choosing a supplier for these potentially expensive investments.

The outcome of the user interviews was a clear summary of the main insights from them, which I processed in an understandable way for the client and with proposed solutions for further discussion. The main areas to highlight were:

I carried out a basic keyword analysis to find out the demand in the field of construction services and the distribution of windows of various materials and other products, such as doors, garage doors, shading technology and others. The goal of the analysis was to find keywords that are competitive and at the same time relevant to the client’s business and the geographic area in which the client operates.

I went through the complete portfolio of products and all the suppliers. Based on the information about the content of the website, I prepared a proposal for navigation and information architecture (navigation, landing pages, category pages and product pages).

To create the content concept, I went through in detail all the product information that were or could potentially be available for the creation of content so as to have them uniform, consistent and easy to understand. I designed the wireframes based on this available information, and it ensured a smooth progress for the work.

Based on the information architecture, in particular the distribution of information on individual pages, I created a simple low-fidelity wireframe for the main pages and categories. Wireframe was created from master components.

The client is an established company that already uses promotional materials and has a well-developed visual style. In order to maintain uniformity and support the perception and identification of the brand, I created a basic design for the colors and typography used on the website.

The website was launched gradually over the course of several months. The resulting design reflects the wireframes and the implementation of the style guide. The website consists of 60+ pages and will be further extended in the future, based on the business’ needs and new product offerings.

For both desktop and mobile views, Core Web Vitals show excellent results, which support both good user experience and search engine results.

For the main keywords, the website is now in the first positions in Google Search results. The website also appears on the first page of Google Search results for selected other keywords. There are no Google Ads campaigns running for these Search Results because, as previously mentioned, the client wanted the sites’ own content and keywords to be the main factors.

The addition of the website was the processing of some graphic materials for offline promotion. I created a double-sided flyer, a fence banner and a billboard. In cooperation with an another graphic designer, we created a 250+ page catalog for shading technology products.