Case Study: Redesigning a Website for a New Target Market
In today’s competitive digital landscape, a well-designed website can make or break a business’s ability to connect with its audience. At Solazzo Designs, we specialize in creating websites that attract the right customers, boost engagement, and drive conversions.
This case study showcases how our website redesign strategy helped a client successfully shift from small B2B clients to a new market of authors, healing practitioners, and entrepreneurs—increasing traffic, inquiries, and engagement.
(Read the full case study here.)
The Challenge: Shifting from B2B to a New Target Market
Our client, a marketing firm in San Diego, CA, wanted to reposition its brand and attract a new audience. They were ready to shift their target market from small B2B clients to authors, healing practitioners, and entrepreneurs, but their existing website was holding them back. The content was focused on the wrong demographic and needed to be rewritten, and the design was due for a refresh.
Key Challenges
The content was targeted at the wrong audience and needed a rewrite.
The website lacked modern design elements to appeal to a creative and holistic audience.
Poor navigation and user experience made it difficult for visitors to take action.
To successfully break into a new market, the website needed to be redesigned with a focus on:
Audience alignment (content + design)
Improved user experience
SEO optimization & lead generation
The Website Redesign Strategy
We took a collaborative approach to develop a redesign strategy tailored to their goals. Here’s how we tackled the project:
1) Market Research & Strategy Development
A deep dive into their business, audience, and competitors provided valuable insights into how similar brands attract their audience. Through market research and client interviews, we identified the key elements that would resonate with their new target market of authors, healing practitioners, and entrepreneurs. Our insights guided the design and content strategies, establishing core messaging to position the client as a trusted expert in their new market.
2) User-Centered Design
A fresh, intuitive layout was designed to appeal to creative entrepreneurs. Key updates included:
Clean, intuitive navigation: Making it easy for users to find what they need.
Mobile-first design: Ensuring a seamless experience across devices.
Engaging visuals: High-quality images and on-brand graphics that captured attention.
3) Content Strategy & SEO Optimization
The content was revamped to align with the interests and pain points of their new audience. We optimized key pages for SEO, ensuring they would be discoverable by the right users. We also expanded the blog with new, informative content tailored to authors, healing practitioners, and entrepreneurs. This positioned the client as a thought leader and drove organic traffic.
4) Technical Enhancements:
Site performance saw significant improvements through image compression, script optimization, and enhanced security measures. To track performance effectively, Google Analytics and other monitoring tools were installed. Built with scalability in mind, the new site was structured to accommodate future growth and easy updates.
5) Landing Page Development and PPC Campaign:
A highly targeted landing page was developed with copy directed at new authors, offering a free 40-minute marketing consultation to generate leads. We then created Paid Google Ads for our target market of authors and entrepreneurs using relevant high-intent keywords. This page significantly increased inquiries from qualified leads.
6) Social Media Marketing Strategy:
Promotion efforts extended across Facebook and LinkedIn, the client’s most utilized social platforms, to maximize visibility. The website, landing page, blogs, and services were actively marketed through targeted post boosts and promotions. This approach successfully drove new leads and click-throughs, effectively capturing the attention of the intended audience.
Website Redesign Results
The impact of the redesign was immediate and impressive. Within just three months of launching the new site, the client experienced:
Increase in organic traffic: Thanks to improved SEO and a better user experience.
Increase in inquiries: The new design effectively guided users to take action.
Higher engagement rates: Users spent more time on the site, exploring the updated content and features.
These results underscored the power of a thoughtful, user-focused redesign.
Key Takeaways: Lessons for Website Success
This project highlights the importance of aligning your website with your audience’s needs and expectations. Here are three lessons from this success story:
Understand Your Audience: Market research and user insights are invaluable for crafting a design that resonates.
Prioritize User Experience: A clean, intuitive site is key to keeping visitors engaged and guiding them to action.
Measure Success: Implement tracking tools to analyze performance and make data-driven decisions.
Ready to Transform Your Website?
Whether you’re looking to capture a new market or optimize your existing site, Solazzo Designs can help. Contact us today for a free consultation, and let’s discuss how we can create a website that drives results for your business.