CASE STUDY
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 during Shea Solazzo’s tenure at Marketing Influence, an independent marketing firm in San Diego, CA. Back then, the project involved transitioning the client’s website from a single-page WIX design to a comprehensive WordPress site. It included branding, content creation, web design, and SEO enhancements.
Since establishing Solazzo Designs, the client approached us to revamp their website due to a significant shift in their target market, moving from small business B2B clients to authors, healing practitioners, and entrepreneurs. Leveraging our knowledge of the client's business and the evolving market landscape, we were well-equipped to deliver a strategic redesign.
Objectives:
Utilize the existing WordPress website to update its copy, content, imagery, and structure to align with the client’s new audience.
Reposition the website to appeal to authors, healing practitioners, and entrepreneurs while maintaining continuity for the existing audience.
Incorporate a cohesive branding approach to resonate with the new target market.
Challenges:
Target market alignment: Redesigning the website to attract the new target market while preserving a connection with the existing audience.
Content Updates: Updating and curating website content, imagery, and headlines to reflect the client’s evolving business offerings.
Brand Authenticity: Presenting high-quality imagery and cohesive design elements to establish trust and professionalism.
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.
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 conducted a comprehensive analysis of the existing website to identify what areas remained applicable and what areas needed to be updated with new imagery, text, layout, or all of the above. The client valued the site’s structure and functionality, so we retained the WordPress platform and instead focused on updating specific areas within the existing site framework.
View the original website, below.
Key Updates:
Navigation and Layout: Enhanced navigation and layout to better address the client’s new audience’s needs, including the addition of new pages within the main menu and hidden landing pages to attract the client’s new target market through paid ads.
Copywriting: Collaborated with the client to rewrite content, emphasizing their services, expertise, and value proposition in a way that resonated with the new target audience.
Imagery Refresh: Organized a photoshoot to capture the client’s team in authentic, professional settings. These high-quality images were integrated into the website to foster trust and connection. We also included new images throughout the website’s banner positions to give the website a refreshed appearance.
Blog Section: Expanded the blog with fresh, informative articles tailored to authors, healing practitioners, and entrepreneurs. This positioned the client as a thought leader and drove organic traffic.
View the Marketing Influence blog, here.
Landing Page Development: Created a targeted landing page with copy directed at new authors, offering a free 40-minute marketing consultation to generate leads. This page significantly increased inquiries.
Social Media Campaign: Designed a campaign across Facebook and LinkedIn, the client’s most utilized social networks, to promote the website, landing page, blogs, and services. Targeted post boosts and promotions helped generate new leads and clickthroughs to the page, effectively attracting the new audience.
We 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 redesigned website effectively connected with the client’s new target market while maintaining familiarity for their existing audience. By addressing the specific needs of authors, healing practitioners, and entrepreneurs, the website fostered trust, engagement, and credibility. The updated blog, targeted landing page, and social media campaign enhanced the client’s visibility and positioned them as an authoritative resource.
Target Market Engagement: The redesigned website effectively resonated with the new target market, resulting in increased engagement and conversion likelihood.
Improved User Experience: The intuitive navigation, updated content, and visually appealing design created a seamless journey for users.
Lead Generation: The landing page drove a substantial increase in leads, particularly from new authors.
Credibility and Trust: Authentic imagery and cohesive branding enhanced the client’s credibility and positioned them as a trusted partner in their industry.
Social Media Impact: The targeted social media campaign drove significant traffic to the website, increasing brand visibility and generating new leads.
Thought Leadership: The expanded blog section attracted organic traffic and established the client as a valuable resource for their audience.
Conclusion:
Through collaboration, Solazzo Designs successfully resigned the client’s website to align with their new target market of authors, healing practitioners, and entrepreneurs. By updating the copy, content, and imagery while retaining the WordPress platform, we delivered a cohesive and engaging website that met the audience’s specific needs. We are proud to have supported the client in achieving their goals and look forward to continuing our partnership in the future.
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