Overview

Project Type: Website Redesign

Goal: Modernize the website, improve consistency across all pages, and increase conversion rates while staying competitive in the industry.

Target Users:

• Clients (25–60 years old): Looking for trustworthy tax resolution services, clear information, and easy ways to get started.

• Internal Teams (SEO/Marketing): Needed a site aligned with brand strategy, optimized for conversions, and scalable for campaigns.

Research & Discovery

I collaborated closely with stakeholders, the SEO team, and the marketing team to gather insights.

Key insights from discovery:

• The previous design lacked consistency across pages, which reduced trust.

• Conversion flows were not optimized, leading to drop-offs.

• SEO and marketing required a flexible site structure to support campaigns.

Competitor analysis:

• Competitors leaned into modern, professional layouts with strong trust signals and clear CTAs.

• Benchmarking highlighted the need for stronger visual identity and a smoother onboarding flow.

Personas

Persona 1: John (35, Small Business Owner)

• Wants: Clear explanation of services and quick way to connect with experts.

• Preferences: Professional and modern design that instills trust.

• Motivations: Credibility, testimonials, and transparency.

Persona 2: Linda (50, Salaried Professional)

• Wants: Easy-to-understand steps to resolve tax issues.

• Preferences: Simple navigation, accessible information.

• Motivations: Assurance through reviews, case studies, and visible expertise.

User Flows

I identified four critical user flows:

1. Request Consultation: Homepage → Services → Select service → Contact form.

2. Learn About Services: Homepage → Services overview → Individual service detail page.

3. Build Trust: Homepage → Reviews/Testimonials → Case Studies → Contact.

4. Resources Access: Homepage → Blog/Knowledge Base → Read articles → Lead capture form.

Wireframes

• Started with low-fidelity wireframes to define site structure and layout.

• Prioritized placement of CTAs and trust elements (reviews, credentials).

• Iterated into high-fidelity prototypes with stakeholder feedback.

Final Design

Visual Direction:

• Modern, consistent, and professional.

• Comprehensive style guide developed for typography, colors, components, and layouts.

• Emphasis on trust-building visuals: client testimonials, success metrics, and case highlights.

Key Screens:

• Homepage: Clean hero section with clear CTA, overview of services, and trust elements.

• Services Page: Grid-based layout with detailed explanations and direct CTAs.

• About Page: Company story, credibility markers, and team highlights.

• Testimonials/Case Studies: Organized for easy browsing to reinforce credibility.

• Blog/Resources: Structured for SEO and easy content consumption.

• Contact Page: Simple, mobile-friendly forms with clear CTAs.

Outcomes

Since this was a redesign, the expected outcomes included:

• Improved usability: Simplified navigation and conversion flows.

• Consistency: Unified style across ~30 unique screens.

• Increased trust: Stronger brand presence through modern design and testimonials.

• Conversion-focused: Clearer CTAs and better-structured service pages.

• Scalability: Site aligned with SEO and marketing needs for ongoing campaigns.