New website build project

The brief was to improve the copy, visuals and conversions of a very tired looking paintball website.

Fortunately SEO was not needed as the client wanted traffic to be entirely PPC driven. This allowed me to write brand new copy without worrying about keywords or existing organic rankings.

Who was involved?

• Myself as Project Lead and Copywriter
  
• A second Copywriter (managed via Trello)
  
• Remote Web Development team (managed via Basecamp)
  
• Graphic Designer
  

Process

• Mock-ups created with Graphic Designer and Lead Developer. 
  
• Mock-ups converted into wire frames using Quirk Tools.    
  
• Content plan created with Copywriter.   
  
• Wire frames converted into templates by Web Developers.  
  
• Website populated with new content.
  
• Quality assurance testing.  
  
• User experience split tests.  
  
• PCC tests.  
  
• Launch. 
  

Visual improvements

Website visuals were drastically improved with a new logo and tagline, better quality hero images, a streamlined menu and clearer visual calls to action. 

Old homepage example:

New homepage example:

Content Improvements

Website content was trimmed of any fat and reworded from self promoting feature rich copy into simpler benefit focused copy.  Custom icons were then added to make the justified copy (clients preference) easier on the eyes.

Old content example:

New content example:

Conversion Improvements

Complete overhaul of the booking process. Old version featured an interactive map of paintball centre location pins (without labels). Users were offered little to no explanation of how to use the page — the map is also inaccessible from mobile.

New version is much simpler, offering up three different booking methods  — complete with easy to understand explanations. For online bookings a streamlined, three stage form has been added so users know how far along the booking process they are. 

Old booking page example:

New booking page example:

Social Proof

Additionally most pages now feature customer testimonials and a call to action encouraging users to book, along with an easy to use booking form.

Testimonial and call to action example: 

Results

Positive conversion growth thanks to overall improved user experience. Better on-page metrics. Great reaction to improved visuals and navigation from existing long term users and new users alike.