Challenge
During my employment at CSI Leasing, a leading IT equipment financing company, there was a need to redesign its corporate website. Over the past few years, the company has experienced growth in several international markets and has been uniquely positioned as a global independent in the industry. The old website had several webpages making navigation difficult as time went on. Updates and feature additions took time as the team had to work with an external web developer to implement changes.
Objective
With the challenges in mind, the goal was simple. Redesign the website, strengthen CSI’s positioning as a global player and consolidate pages into similar categories.
Solution
Together, with my supervisor and colleagues, we worked on refreshing copy, brainstorming design ideas and performing SEO audits. With my primary duties working on the website, I pitched the idea of using a block structure to the website. This would allow our team to easily make landing pages without heavy developer assistance. This was something that was never done before with the website. Working with our developer, we helped create a variety of block designs that we could use on hand. With the bones created, we got to work and created new website within a shorter timeframe compared to a previous redesign years ago. As a bonus, I was able to get the new website freshly integrated into Google’s Analytics platform GA4, conversions were properly enabled via a Tag Manager and I drafted meta descriptions.
New Website
Results
The new website clearly defined CSI’s core strengths and was easier to navigate. The new blocks allowed for clear call-to-action buttons to be placed allowing for funnels to be more easily seen in the analytics platform. Additionally, landing pages take far less time to be published saving retainer hours for other value added projects. The previous content marked as thin in SEO audit tools were now consolidated and richer. This focus helped the new website gain up to 30% more organic search traffic than before. Currently, the website is much healthier with an average of 6,500+ monthly visitors and has built up a satisfactory conversion rate of 3.4%.
Gregory W. Hullaby 