<< by Kari Rippetoe on October 1st, 2013
Jacob Baldwin, the Search Engine Marketing Manager at One Call Now, talked about how market diversification drove the redesign of the One Call Now website, and how they took a customer-centric approach to designing a site that would best address their audience and their audience’s needs, while improving lead generation.
These are the biggest challenges of their original site design:
- Imagery didn’t connect with the audience.
- They weren’t taking full advantage of SEO measures, such as meta descriptions.
- Segmentation modeling was very confusing (who exactly were they targeting?)
- They had two headlines, and they didn’t know which was the value proposition.