Website Redesign

Summary

ACCC tasked Overdrive with redesigning their website for a fresh look that aligned with their updated brand look and feel and helped build brand recognition and trust. Their other goal for the site was to make it easier for users to navigate, especially on mobile, and to drive consumers to fill out an online application or call.

Strategy
UI/UX Strategy Implementation
Web Guidelines Development
Responsive Web Design
MarTech Integration
Web Development
Conversion Rate Optimization
Search Engine Optimization (SEO)

MarTech Integration

Overdrive’s development process ensured smooth integrations for the client’s MarTech stack (marketing technologies), as well as making it easier for the client to edit pages and create new ones using tools that dramatically speed up the process.

Wireframes

Overdrive restructured existing page structure to accommodate new and existing content, paying close attention to what worked and what didn’t on the old site and how competitors treated products and content on their sites.

Design

Several design options were presented after wireframe approval. The selected concept married full bleed humanizing photos with design elements that harkened back to ACCC’s logo. Additionally, the color palette was updated to include a more pleasing orange rather than the harsher red that dominated the previous site design and the icon set was evolved and unified.

Form Optimization

Overdrive evaluated ACCC’s current form and application process in order to better organize the information for the user. This included breaking the form into different sections, optimizing it for mobile, and utilizing a better labeling system to direct users on next steps.

Content Restructure/Optimization

Overdrive weeded out pages with old or thin content and fused them with pages to make more substantial information for the audience. The blog was also migrated to a new subfolder instead of a subdomain, increasing the amount of valid URLs being indexed by Google.

Homepage Testing

After redesign, Overdrive tested adding a partial form to the homepage header to further motivate application fill outs. The form was then simplified even further to accommodate adding fast messaging about their debt program, quotes from current customers, and variable thought leadership content.

White Hat SEO

Overdrive assessed ACCC’s online natural search presence for all major search engines, using our findings to improve search rankings, natural site traffic, and lead flow.

Content Development
Meta Tag Development
Keyword Deployment  & Interlinking
Call-to-Action Integration
Company-Wide Trainings
Overall Site Health Assessments
Blog & Site Assessments
Code Compliance
XML Sitemap
Keyword Level Rank &  Competitive Tracking