Today I am excited to publicly announce the launch of our new website. It’s the culmination of years of experience, testing, and learning. It’s a total clean break from our old design, a fresh start. Let me dive a bit deeper into the strategy behind our design, copy, and conversion goals.
First, it all starts with responsive design – a site that is as enjoyable on a smartphone or tablet as it is on the big screen. It’s more than just resizing things to fit the screen size.
Custom code was developed for each form factor to make it ideal. For example, the main call-to-action (CTA) was totally rethought so it’s easy to use on any device. And we recoded the portfolio page to be just as easy to browse on your mobile device as it is on a desktop.
Through testing we found that our old site’s header and navigation area were too tall. Visitors weren’t scrolling down far enough to get to the meat of our information. To solve this on our new site, we combined our logo and navigation and pinned them to the top of the screen. When you scroll, it shrinks and gets out of your way (but it’s still just a click away).
We also found out that the phrase, “Get a Free Quote,” yielded the most conversions (in this case, form submissions), so we made this a core part of the design, right at the top, all the time. We did not want to send people to another page to contact us and potentially lose them, so clicking it opens this graceful pull-down form. Clicking any CTAs also opens this form.
Also, we focused an amazing amount of detail on the form. After all the time spent getting potential clients to our site (they found us on search, browsed our site, and want to contact us), the form was the final step in the process. Filling it out needed to be easy and frictionless so we asked for less information and made the form as attractive as possible.
To quickly share what we do, we cut the copy, honed it and cut it some more. We kept cutting until the core thoughts were intelligently and easily communicated. Each block of copy is introduced in a small and easily digestible format, accompanied by a supporting graphic.
We also wanted to make the blog a truly enjoyable reading experience. It might be one of my favorite parts of the site. The new typography, colors, and layout make it a joy to read. We also added Disqus to power our comments. We hope this draws more conversations from our readers.
This is just the beginning. We plan to run experiments, and analyze analytics and heat maps to discover new insights into how people use our site and how we can make it a better experience. We plan on sharing with you the results of these experiments to help you form an effective conversion strategy.
Let us know what you think in the comments. Thanks!
P.S. A huge thanks to the rest of the OWC team. I hope you’re as proud of the new site as I am. You guys are amazing!