Project Overview
The Problem
When Victoria, the founder of Taylored, hired me to design and develop a website for her new digital marketing startup, it presented a unique challenge. Unlike the typical website redesign projects I had worked on previously, this was a fresh start. Taylored had no existing site or brand identity to work from, so I had to build everything from the ground up. The task required more than just design—it demanded a strategic approach to ensure that the website was not only visually appealing but also aligned with Taylored’s goals, target audience, and positioning in the digital marketing industry.
My Approach
To ensure the site would stand out in the competitive digital marketing space, I conducted thorough competitor research to understand industry trends, identify key design elements, and pinpoint areas of opportunity. I focused on a user-centered design approach, considering Taylored's target audience, small-to-medium-sized businesses, by creating a clear, intuitive, and engaging website structure. The design aimed to convey professionalism, build trust, and position Taylored as an industry leader. Using Webflow, I developed a responsive, SEO-optimized site that was easy to update as the business grew. The final result was a modern, functional, and visually appealing website that effectively communicated Taylored's services and set the stage for future growth.
Key Objectives
Establish a Strong Brand Identity: Create a cohesive visual identity, including logo, color scheme, and typography, that reflects Taylored's modern and innovative approach to digital marketing.
Clearly Communicate the Value Proposition: Ensure the website effectively communicates Taylored’s unique selling points and what sets it apart from competitors in the digital marketing industry.
Lead Generation: Create compelling calls-to-action and strategically placed contact forms to drive conversions and generate leads from potential clients.
Responsive Design: Ensure the website is fully optimized for mobile devices, providing a seamless and user-friendly experience across all screen sizes.
Scalable Site Build: Design and develop a flexible website that can easily grow with the business, allowing for new services, blog posts, and case studies to be added over time without significant redesigns.
Research & Discovery
Understanding the User
I first focused on clearly defining and understanding the core target audience: small-to-medium-sized business (SMB) owners, marketing managers, and entrepreneurs who needed digital marketing solutions but lacked the resources or in-house expertise to execute them effectively. While this group spanned various industries, I recognized that they shared a set of common characteristics and pain points, which were key to shaping the website’s overall messaging strategy. One key pain point was that this audience often felt overwhelmed by the complexities of digital marketing and that they were looking for simple, actionable solutions that didn’t require deep technical knowledge. This user-centered approach not only informed the content but also influenced the overall site structure and user flow, ensuring a seamless, frictionless experience that would encourage conversions.
Competitive Analysis
Since Taylored was entering a highly competitive market, I recognized the importance of conducting a comprehensive competitor analysis to better understand the landscape and position the brand effectively. I began by reviewing websites of other successful digital marketing agencies that targeted SMBs, with a particular focus on agencies like Munro Agency that had a strong track record of working with similar clients. I carefully analyzed their design choices, content strategy, and messaging. Another critical component was understanding their user flows and how they guided visitors toward conversion. I mapped out the steps users would typically take on these competitor sites, from landing on the homepage to completing a form or booking a call. By identifying the key friction points or areas where the flow might be unclear or cumbersome, I was able to ensure that Taylored’s site offered a more seamless, user-friendly experience that minimized obstacles to conversion.
Website Development
Working with Webflow
When it came to developing the Taylored website, I chose to use Webflow due to its flexibility, design capabilities, and ease of use for building a custom, dynamic site. This was especially important given the unique needs of the project: creating a visually appealing and functional website for a new digital marketing startup without sacrificing design quality or user experience. I developed a responsive, SEO-optimized site that was easy to update as the business grew. The final result was a modern, functional, and visually appealing website that effectively communicated Taylored's services and set the stage for future growth.
