The process in a snapshot: After conducting research on similar web pages, wireframes were drawn up for approval before assigning a style guide. Once approval was granted on both the style guide and wireframes, a high-fidelity design was created before the final webpage was drafted with the use of a popular Content Management System (CMS) which helped to keep the project within budget.
The Process
Fixit Construction is a high-end property restoration and remodels company serving their local and surrounding communities. Their network consists of interior designers, building architects, and a whole network of other trades who makes clients' visions for their homes come to life.
The founder, Justin, asked me to create a brand identity and website that would reflect the nature of the business without the need to look them up - but also be unique and mature.
To ensure clarity and leave no room for ambiguity about the company's focus, I aimed to incorporate a universally recognized symbol of construction: a hammer. In designing the company's logo, I opted for a straightforward approach by prominently featuring the wordmark, avoiding the use of vague initials. To convey a robust and assertive brand image, I selected a bold, rigid font rather than a lighter, script-style one.
With the brand identity established, my focus shifted towards the website. My initial step involved researching local contractors, examining their webpage layouts, themes, and assessing their site performance with the assistance of a third-party app. Subsequently, I delved into user experience research, connecting with homeowners actively seeking remodeling services. Through this research, I uncovered three critical insights:
1. Before and after pictures play a critical role in the homeowners' contractor search.
"I won't hire someone if I can't see their previous work."
2. I just want answers to some easy questions.
"I'd appreciate a way to quickly find "
3. What services are provided?
"Contract is a broad term, what exactly can they do or not do?"
With the knowledge I gained from website comparisons and user research, I crafted low-fidelity wireframes to present to the company owner along with a style sheet where I composed the primary and secondary colors, the main and accent font, along with the flow chart of the website.
The wireframes and style guide gained quick approval, as did the subsequent high-fidelity models. However, a curveball was thrown when the company owner expressed the desire for a self-sufficient website with minimal updates required from their end. This presented a hurdle as posting updated before & after photos is essential, as discovered in the user research. How would I create a gallery that did not need his updating? To tackle this, I researched and discovered a widget that seamlessly linked social media posts to the website. This ingenious solution created a live gallery, automatically populating with posts from the company's Instagram account. These posts would be managed and updated periodically by the incoming social media manager, ensuring a continuous stream of before and after photos without the need for manual website updates.
In light of our budget and time constraints, I opted to construct the website using a widely-used content management system, significantly expediting the project's launch without the need for coding it entirely from the ground up. During the website's development, I also prioritized search engine optimization practices, ensuring all images were appropriately named, conducting comprehensive keyword research, and seamlessly incorporating these keywords into the content.
The website was a success! Within three months the business was steamrolling ahead and the website was ranked #1 on google search for Chester County General Contractor.