Previously the NYC-based agency (S*O) was operating with a template-based website, which was underperforming. It was my task to perform an audit, analyze the traffic and then build the information architecture, design the ui, write the content and develop the site.

At a discovery stage I analyzed the traffic and performed an extensive audit. Besides visual issues, the main problem was the information architecture and presentation. Interviewed users reported feeling underwhelmed and not having a clear idea what we do. Additionally, I found that the old website didn't communicate who the team is, so the visitors didn't feel a connection.

It was decided to make the website feel more "personalized" and straight to the point. Showcase work early on, make a personal connection, highlight our skills to solidify trust. And since the biggest exit point were home and about page, we invested most effort in these pages. Additionally, it was discovered that the target audience is not highly tech-literate, so we create a page for every single service, which helped visitors view our relevant experience and learn about the importance of a given marketing strategy.