Being hired by the Dorn Policy Group to develop a website for their public affairs firm was exciting.
They had a website, however it was definitely time for a fresh coat of paint and some remodeling to improve user experience and ranking!
Because the website was originally a partial do-it-yourselfer, there were none of the basic on-site search engine optimization needed for good ranking.
I wouldn’t call the design horrible, but if you were looking at this on your computer screen, you would see a small box about 780px wide and tiny font you could hardly read. I think I increased the screen resolution to get a larger image (screenshot above).
The Finished Product
I really felt their original site was missing what I call the “connectors”. The connectors are those pieces of information, and sometimes keywords, that help your target market quickly connect with your business.
In my first consultation with Tom, he keep using “buzz words” when explaining the industry, who would be visiting the site, what they wanted to know, and where the majority of traffic would come from.
Those buzz words were, Expertise, Credibility, and Experience. In my mind, those were the missing “connectors”. If that is what his target market wanted to know when visiting his site, it needed to be easy and obvious.
The website design, in my opinion, is very “corporate” or you could say “professional”, which I felt was important to Tom (because that’s what he told me in our consultation).
I’m not a huge fan of sliders, so even though the request was made, I suggested that we keep the top of the home page static. A singular focus, directing the ideal client to the best page for discovering what makes Dorn Policy Group the Expert, Credible, and Experienced firm they needed.
With the new coat of paint ready, the final piece was converting, optimizing and improving the content. That meant the words on the page and adding those important on-site SEO pieces to improve ranking.
Using those “buzz words” and a few other industry and location specific words, I was able to improve the optimization and ranking of the site relatively easily. Plus I had help from the experts over at Scribe Content (affilink), the creators of the best content marketing software available!
Disclaimer, if you’re an SEO expert and you review the site, you’ll see there is still a lot that could be done, but all Tom wanted was the basic implementation of best practices.
Knowing that the majority of website visitors would be word of mouth referrals, improving the user experience meant making it painless for the visitor to do three key things.
- Validate key information quickly (buzz words).
- Navigate through the site.
- Find the contact information.
It can sometimes be a challenge to know whether your work will be a success or not. And in this case, it was the wrap up call with the client that made all the difference for me. The praise, acceptance and gratitude was more than enough to assure me the work I had performed was beyond expectation.
In most cases, the best part of a project is hearing the client tell you how pleased they are with your work!