How we increased the effectiveness of the site’s leadgen

The client made a request to modernize the existing site, which already held positions in search engines and brought requests, but gradually ceased to meet the expectations of users.

Over the years of its development, the site has grown into a large number of sections, service pages, and information blocks. Navigation became more complicated, the structure became overloaded, and many elements were created at different times and did not form a single system.

The main objectives of the project:

• increase the conversion rate of the website to applications;
• improve the user experience;
• redesign the service structure;
• make navigation easier to understand;
• save existing SEO positions;
• update the visual style without completely changing the platform;
• improve the efficiency of the mobile version.

The main limitation was the preservation of the accumulated SEO weight and the already working WordPress infrastructure.

At the time of launch, the project included:

• more than 30 pages;
• more than 20 categories of services;
• more than 20 individual services and sub-services;
• dozens of SEO pages;
• a complex structure of transitions between materials, services, and categories.

The analysis revealed several problems:

• users were lost in navigation;
• some of the sections were practically unused;
• the directory structure was overloaded;
• The price list was difficult to perceive;
• some lead generation units did not work efficiently enough;
• The site’s design looked heterogeneous due to the large number of historically accumulated elements.

Before starting the design, we conducted a full audit of the site.

Studied:

• custom scripts;
• session statistics;
• popular user routes;
• exit points;
• the effectiveness of capture forms;
• mobile audience behavior.

Special attention was paid to the analysis of service sections, since they formed the bulk of search traffic and applications.

As a result, some of the secondary sections were excluded from the main navigation, and the focus shifted to the most in-demand services.

One of the main tasks was to simplify the architecture of the website.

A new logic has been formed:

Category → Service → Sub-service / Material

This approach allowed:

• reduce the number of unnecessary clicks;
• make the structure clearer for users;
• improve SEO clustering of pages;
• improve the quality of internal linking.

At the same time, the menu structure and the logic of displaying services on all key pages of the site were redesigned.

We have completely redesigned the visual system of the website.

Within the framework of the project:

• updated the main page;
• redesigned the menu;
• redesigned the service pages;
• service cards have been updated;
• The price list has been completely redesigned;
• updated the reviews page;
• We have developed a new «About the company» page;
• redesigned the portfolio structure.

Special attention was paid to the visual positioning of the workshop.

The new version of the website focuses on:

• specializations in fur and leather;
• professional equipment;
• employee experience;
• own fashion designer;
• philosophy of upcycling;
• quality guarantees.

This made it possible to make communication with a potential client more transparent and increase the level of trust.

After the design was approved, the project was implemented on WordPress while maintaining the existing infrastructure.

Main works:

• adaptive layout of all pages;
• updating site templates;
• redesigning menus and navigation;
• redesigning the service display logic;
• introduction of new page templates;
• optimization of the mobile version;
• setting up a new URL structure;
• configuring redirects;
• updating the internal link system.

All the changes were implemented without the need for a complete migration of the project to the new platform.

At the same time as the redesign, extensive technical optimization work was carried out.

Within the framework of the project:

• The URL structure has been redesigned;
• the redirect system is set up;
• Bread crumbs have been introduced;
• updated internal linking;
• implemented micro markup;
• optimized page titles;
• improved Core Web Vitals metrics;
• the existing indexed pages are saved.

The main goal was to improve the quality of the site without losing the accumulated search traffic.

1. Maintaining SEO positions

The site already had accumulated search weight.

Any changes in the structure could lead to a loss of traffic and a drawdown of positions.

Therefore, the entire new architecture was designed taking into account existing URLs, redirects, and search indexing.

1. Unification of dozens of templates

During the development of the project, various blocks were created independently of each other.

In fact, the site was a set of separate solutions that needed to be combined into a single design system.

We have developed universal component templates, so that the changes are automatically distributed to all related sections of the site.

1. Redesigning the UX without completely redesigning

It was important for the client to get a modern interface without the expensive development of a new project from scratch.

So we had to find a balance between:

• maintaining a working structure;
• improving the user experience;
• minimizing the budget;
• maintaining SEO efficiency.

After launching the updated version of the website, the client received:

• increase in the time spent by users on the site by 15%;
• 20% reduction in bounce rate%;
• mobile conversion rate increased by 25%;
• a more understandable structure of services;
• improved navigation;
• a more efficient lead generation system;
• modern and unified visual style.

At the same time, it was possible to maintain the accumulated SEO positions and avoid a drawdown of organic traffic after the update.

This is not a website redesign.

This is a comprehensive modernization of the lead generation platform, in which it was possible to simultaneously solve three complex tasks.:

• save your accumulated SEO capital;
• simplify user scenarios;
• improve the effectiveness of the website without a complete development from scratch.

It is precisely such projects that allow businesses to achieve tangible results without months of hard work. costly migration to a new platform.

The client received more than just an updated design.

As a result of the project, a modern sales tool has appeared, which:

• explains the company’s services better;
• helps users find the right solutions faster;
• converts users into requests more efficiently.;
• supports further SEO promotion;
• easily scaled as new services become available.