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LANDING PAGE REDESIGNS
I've been helping local businesses, startups, and nonprofits with the content on their websites through the venue of my agency, FUNC., for the past 2 years. A lot
of that work included redesigning the content on landing pages (over 15 and counting). Scroll to check out a few examples.
WIDEVIEW
HERO SECTION REWRITE
This was the original live site.
Notes
• The team wanted to keep the design simple and provided me with a few different frameworks to base my prototypes off of.
Here are the 2 rewrites I sent over.
Notes and data​
We ran A/B and 5 second tests on both screens to deliver along with the rewrites.
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Both versions passed the 5 second testing rounds.
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A/B testing showed a preference for option 2 (7 out of 10 participants).
Here is what they put on their site.​
NOTES
They didn't use my suggestions exactly:
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there's an inconsistency with Ecommerce and eCommerce
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they used "&" instead of "and"
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they added the word easily, removed the Oxford comma.
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BUT, it's apparent where they got their inspiration...
Some nice words about my work at Wideview.
BORIS SLESAR
SENIOR UX WRITER AT CSOB
"I was John's PM at Wideview. He did a tremendous job with every task he was entrusted with - competitive audits, user testing, developing persona spectrums and content style guides. He communicated well with other team members and proved himself reliable and dedicated. He will make a wonderful addition to any UX team."
CONSISTENT SOLUTION NURSING
HERO SECTION REWRITE
I redesigned the website's hero section to eliminate friction points and reduce cognitive load.
Original hero section
NOTES/PROBLEMS
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Moving image in the background didn't align with accessibility guidelines.​
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There are 5 different CTA's, all with vague labels and different destinations. (Low usability testing scores).
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Header doesn't communicate value and scored really low on our 5 second testing scores.
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Usability testing was all over the place. When we asked people to book care, their clicks seemed random.
Suggested redesign (low-fidelity Figma prototype)
SOLUTIONS
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Toolbar
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In the original hero section, customers mistook "Apply Now" in the toolbar as a way to book home care. Changing to "Become a caregiver" erases confusion both for the client and the product owner. We tested a few different labels, but this is the one the product owner liked.
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Get in touch CTA will lead to a screen where the user is given a choice to either call or message.
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Header/subheader combination shows value and describes organization in a way that is immediately apparent to the user.
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CTAs reflect two most popular respones to our survey about what users want.
Some nice words about my work at Consistent Solution Nursing.
FERNANDO SOUSA
OWNER/CEO OF CONSISTENT SOLUTION NURSING
"Working with John was awesome. He understood exactly what I needed and helped restructure my website for higher conversion rates. He made improvements in ways I never would have thought! My experience with him was a complete pleasure from start to finish. I have a second sense of good character and solid work ethic and John certainly delivered on all fronts. If you want a genuine and hardworking person on your team then John is the man for you."
NicerFL
HERO SECTION REWRITE
Overview
I was hired at NicerFL to do an end-to-end website redesign of a 7-year-old website. I conducted research, provided the content strategy and wireframes, and oversaw a group of interns responsible for the implementation. It was a lot of work, and wasn't perfect by any means. But the project got done in a timely manner with a lot of improvements for the user.
This was the original hero section.
NOTES/PROBLEMS
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Our target users were people whose first language was something other than English, so the content on the landing page (especially the hero section) needed to be on point and easy to comprehend. We relied heavily on Flesch-Kincaid scores and 5 second testing to make sure the user's needs were front and center.
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This hero section was part of our first content redesign of NicerFL's landing page. The header sounded nice, but didn't mean anything to the people who were going to read it.
Content redesign #1
SOLUTIONS
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This header had much better scoring when it came to 5-second testing. More testing participants were able to tell us about what NicerFL does.
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The issue now were the subheader and CTAs.
Some nice words about my work at NicerFL.
MAYA LANE
OWNER/CEO OF NICERFL.
Our partnership was nothing short of inspiring. Thanks to John's hard work and dedication, we have have a vibrant, welcoming website that serves our community. I highly recommend John for any future content projects.
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