Last updated on March 30, 2017 in Business
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For a long time, the GetCredo.com homepage has been confusing to people. If I had a nickel for every time people have asked me about the old top image and the thinking behind it, I’d have a lot of nickels.
And unfortunately, I never had a good answer. The answer was usually “Oh it’s a legacy thing and I am thinking about changing it.”
It was dead weight. It was confusing.
So we changed it.
If you don’t remember it, this is how the homepage looked:
And here’s the new homepage:
The goals of the redesign are numerous:
Let’s talk through all three of them.
The old homepage was and felt like a relic of a past version of Credo. I was still figuring out a lot of parts of the business and thought that it should be more focused on individual consultants rather than the right type of marketer or agency for each specific business’s needs.
So, I chose the image you have been seeing for a while now. I also put dark text against it in the past, though darkened it about six months ago and over time the page has evolved – left aligning the top text, changing the top next away from a tagline to something more meaningful, and more.
The challenge with all this is that the page became a frankenstein, a combination of ideas both past and present that weren’t serving the business moving into the future.
So with the help of a copywriter friend (Joel Klettke of Business Casual Copywriting) and my designer (aka my wife), we set out to change the page to not distract from what the visitor is trying to – find the right marketing agency or consultant.
In the end, we did a LOT of changes with the main ones being:
In the end, I am super excited about it. Every time I go to the new homepage I feel comfortable in it, like we’re putting more wood behind fewer arrows and simplifying the brand. It’s directionally the way I want the brand to go.
Of course, the overall goal of a site is to convert visitors into users. In Credo’s case, the metric that drives the platform and business is projects created on the platform. So, I need to convert more of those.
I’ve run a LOT of conversion tests in the last 18 months. Some have failed spectacularly, others have worked amazingly well.
While this has been a good learning experience, I also have tried to reach out to people I know in the industry who are world class at different disciplines. While I may be world class at SEO, I am not world class at copywriting (hence getting Joel’s help) or CRO. So I reached out to my friend Johnathan Dane at KlientBoost in California.
He gave me a few specific ideas, including:
In hearing Joel speak and then working with him on the newest version of the Credo homepage (and a lot of other pages), I started thinking about and then Joel pushed me to:
Of course, I just pushed the new homepage live this week so it’s TBD how much of a lift we will see but I can tell you that with testing some of these (such as the breadcrumb technique) over the last few months I have definitely seen an improvement.
When someone visits a page, they ask a number of questions (subconsciously usually):
The old homepage didn’t really communicate these in a way that made sense.
Now, hopefully, it does a better job.
What can I do on this site:
Who is this business for:
How does the service work?
Is this business trustworthy:
Along the way, we’ve made more changes to continue to solidify the brand in the minds of our potential customers, such as including the brand name on the mobile homepage again (it got lost in a previous iteration), more consistent brand colors across the site, cleaning up typography, and a lot more.
All of this is meant to connote trust in the brand and show that this is a real business. We’ve helped over 500 businesses find a consultant or agency, so it’s not small time even if it is a very small team working on it.
This is the first post in a series about thinking that goes into a partial redesign and thinking through messaging and conversion challenges. Next time we’ll talk about the Credo conversion flow and why we made some of the choices we did.
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