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PORTFOLIO
BayTech 360
Redesigned the website for a technology solutions provider in the US.
BRIEF
BayTech approached us for a website redesign to better reflect their expanded services, elevate their brand, and improve lead generation. Goals – Increase time on site, boost contact form submissions, and improve perception of the company’s expertise.
DISCOVERY
Old Site Audit: Dense text blocks, outdated visuals, unclear service navigation. Common themes in tech competitor sites – focus on solutions, industry jargon, case studies. BayTech360 offers diverse solutions. Messaging needed balance – technical depth without overwhelming visitors.
DEFINE
Target Audience: CTOs, IT managers seeking partners, not just vendors. Potential new hires (career page presence).
Design Objectives: Clean layout, modern but trustworthy. Highlight outcomes, not just tech specs.
DESIGN
Structure: Solutions-focused homepage, clear service breakdowns.
Visuals: Less generic stock photos, more custom graphics or subtle tech-inspired patterns.
Case Studies: Emphasize ROI and problem-solving, not just the tech stack.
TYPOGRAPHY
Primary: Clean sans-serif for readability on various devices.
Secondary: Same font for more personality in the headers.
COLORS
Tech & Bay Blues: Symbolizing tech & sophistication.
Gold: Pops of a Gold for calls to action and visual interest.
PROBLEMS
Confusing Terminology: Industry jargon or overly technical language alienated users who weren’t experts in the field
Lack of Client Testimonials: Limited social proof on their site have made some potential customers hesitant to trust BayTech360’s capabilities
Unclear Pricing:Â If pricing for services was hard to find or customized to the point of confusion, it could have led to abandoned inquiries
SOLUTIONS
Plain Language Revisions:Â Simplified copy, focusing on benefits to the user, not just technical features
Success Stories Section: Brief case studies highlighting how BayTech360 helped similar businesses overcome challenges.
Transparent Pricing Models:Â Where possible, provide tiered packages with clear inclusions to streamline decision-making for potential clients.
RESULTS
Reduced Bounce Rate: Post-changes, metrics showed a decrease in users leaving after only viewing a single page.
Increased Task Completion: Users were able to find desired info and complete actions (e.g., sign-up) more easily.
TAKEAWAYS
Website redesign is an iterative process, not a one-time fix.
Balancing client desires with user needs is a constant negotiation.
Usability fixes don’t have to be a total overhaul to improve the user experience significantly.
