The Challenge
- Update the look and feel of the site to support the user centric model and modern aesthetics.
- Maximize the load time of the site.
- Shift the focus from service offerings to a focus on providing solutions.
- Remove obstacles for site visitors to become customers.
- Improve ways to delight current customers.
- Create a site that is user centric and easy to navigate.
- Simplify the navigation to bring it to current User Experience (UX) standards.
- Add CTAs (Calls to Action) to move viewers through the site and encourage them to contact CNC.
- Increase organic SEO through optimized content.
- Feature the people behind the CNC Metalcraft name.
Client Priorities
- A new site that is clean, polished and modern – both in functionality and design
A careers and FAQ page
The Plan
- Bring the site build to a modern aesthetic
- Build a site to fit all browser types and sizes without losing the focus on messaging
- Build an overall web structure to focus users on the solutions rather than the services
- Move the site visitor through the buyer’s journey to becoming a customer using
- strategic information architecture and appropriate calls to action on pages
- Use imagery, video and iconography to tell the CNC Metalcraft story effectively
- Ensure all links and CTA’s (Calls to Action) are easily identifiable as such and clickable for action
- Create specific CTAs in the buyer’s journey to take visitors to the right place at the right time
- Increase legibility of all content on all sections and pages
- Build out services pages through specific content and storytelling, including case studies
The Results
The redesigned CNC Metalcraft website addressed the company's initial challenges by modernizing its aesthetic with an improved user experience. The new site was optimized for faster performance, making it easier for users to access the site. The new, solutions-oriented content targets users wherever they are in their current buyer's journey. Clear calls-to-action and intuitive navigation guide them through the next steps of their journey from visitor to lead.
