Marketing Influence
Website Redesign for a Client with a
New Target Market
Client Overview:
Recently, Solazzo Designs embarked on a redesign project for a website we initially built in 2017 while working for the client's company. Between 2017 and 2019, Shea Solazzo worked for Marketing Influence, an independent marketing firm located in San Diego, where she took on the role of redesigning the client’s website, moving Marketing Influence’s website from a single-page WIX website to a comprehensive WordPress website. The process in 2017 included branding, content creation, web design, and SEO buildouts. Having since established her own web design company, Solazzo Designs was approached by the client to revamp the website, given the significant shift in the client's target market from small business B2B clients to authors, healing practitioners, and entrepreneurs. With Solazzo Design’s extensive knowledge of the client's business and the evolving market landscape, we were well-positioned to deliver an effective redesign.
Objectives:
Our goal is to utilize the existing WordPress website, focusing on updating the website's copy, content, imagery, and structure to better align with the client's new audience.
Challenges:
Target market alignment: The primary challenge was repositioning the website to resonate with the client's new target market. We needed to ensure that the website's design, copy, and imagery appealed to authors, healing practitioners, and entrepreneurs.
Maintaining familiarity: Despite the redesign, we aimed to maintain a sense of continuity and familiarity for the client's existing audience while still attracting the new target market.
Content and image update: We needed to carefully curate and update the website's content, copy, and images to reflect the client's evolving business offerings and convey the desired brand image effectively.
Process:
We began the process by working with the client to understand their new target market and the specific needs of the website redesign.
We then conducted a thorough analysis of the client’s website to identify the areas that are still applicable and which areas needed to be updated with new imagery, text, layout, or all the above. The client was still pleased with the websites’ structure and functionality, so we kept the website in WordPress but made notes of copy and imagery to update.
View the original website, below.
We added new pages to the website and optimized the navigation and layout that better addressed the needs of the client’s new audience. In collaboration with the client, we rewrote the website content to highlight the client's services, expertise, and value proposition in a way that resonated with the client’s new target market. The redesigned website communicated the client's brand story effectively, emphasizing the benefits and solutions offered to this specific audience.
Many of the banner images were targeted toward the client’s previous audience, so we re-wrote the headline copy and needed updated imagery to match. We organized a photo shoot of the client’s team utilizing aspects that better fit the client’s brand and personality. The resulting high-quality images were integrated into the website, instilling trust and establishing a personal connection with potential clients. These images showcased the client's team members in action and conveyed the client's commitment to serving their audience with professionalism and expertise.
Recognizing the importance of valuable content for the new target market, we updated and expanded the blog section. Fresh, informative blog articles were added to establish the client as a thought leader and resource for authors, healing practitioners, and entrepreneurs. The blog served as a platform for sharing industry insights, tips, and success stories, further engaging the target audience and driving organic traffic to the website.
View the Marketing Influence blog, here
We also worked with the client to design and develop a landing page to help capture potential leads in her new target market. The landing page includes copy directed at new authors, a segment of the client’s new audience, as well as an offer for a 40-minute free marketing consultation upon completion of a form with contact information. This landing page increased new leads for the client dramatically.
In order to attract the client’s new target audience to the page, we developed a social media campaign across Facebook and LinkedIn, the client’s most utilized social networks, in order to attract new potential customers to the landing page and the updated overall website. Targeted post boosts and page promotions helped generate new leads and clickthroughs to the page.
Solazzo Designs worked on creating a series of designs based on the client’s branding, that could be used across their social media platforms to promote the new website, the landing page, the blogs, and the client’s services.
View some of these designs below:
Results:
The client was extremely satisfied with their new website.
The redesigned website effectively resonated with the new target market of authors, healing practitioners, and entrepreneurs. The revamped copy, imagery, and structure catered to their specific needs, resulting in increased engagement and a higher likelihood of conversion. Website maintained familiarity for the existing audience, while providing a user-friendly experience for new visitors. The intuitive navigation, updated content, and visually appealing design created a seamless journey for all users, enhancing their overall experience on the website. The updated imagery presented the client's team in an authentic and relatable manner, establishing trust and credibility among the target audience. The cohesive branding and visually appealing design conveyed the client's commitment to excellence and positioned them as a trusted partner in their respective industries.
The new social media plan drove potential new leads to the client’s website and boosted their credibility and branding across their social media platforms.
The updated blog section with valuable and relevant content, further positioned the client as an authoritative source in their field. This not only attracted organic traffic to the website but also nurtured relationships with potential clients, fostering credibility and trust.
Conclusion:
Through our collaboration with the client, we were able to redesign a website that successfully aligned the client's online presence with their new target market of authors, healing practitioners, and entrepreneurs. By utilizing WordPress as the platform, updating the website's copy, content, and images, and enhancing the blog section, the designer achieved a cohesive and engaging website that resonated with the audience's specific needs. We are proud to have been able to help our client achieve their goals and look forward to continuing our relationship in the future.
Ready to Refresh Your Website and Social Media?
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