Website Redesign Case Study

Moclips Beach Rentals is a small beachfront home property rental company located in Moclips, Washington. With four unique vacation properties with unbelievable views of the Pacific Ocean, the a website conveys its value proposition to ensure conversions.

The Challenge

Their current website was too difficult to manage, and they needed a solution that was responsive due to the increase in mobile traffic they were experiencing. They also lacked a brand identity that could be utilized for continued marketing efforts requiring a new logo design.

When it comes to a website and logo redesign, all projects begin with understanding the business needs of the client and the product they offer. Through numerous client interactions I was able to gather information to develop a well-researched solution that drives results that were aimed at solving the following pain points:

• Lack of a brand identity 
• Low mobile conversions 
• Difficult to manage CMS
• Higher than average mobile bounce rates

The Solution

With the current website being problematic, it was important to develop a website solution that allowed them to continually make updates whenever necessary. Having experience with numerous content management systems (CMS) I ultimately proposed the implementation of Strikingly. Strikingly offers an easy to use online website builder that requires little to no development experience. The website builder features built-in search engine optimization (SEO) elements to further enhance website traffic. Plus, it offers the ability to customize your template with ease, which was the perfect solution for a client who will need to make changes regularly.

The strategic focus of the website development process began with the creation of a new brand identity. Emphasizing the proximity of the ocean and the powerful recognition that entailed to their target audience, a logo was created. With a new brand logo established, the website redesign was now underway. 

With wireframes drafted my focus shifted to keywords optimization to improve on-page SEO. From there I worked on balancing the mixture of direct traffic with new visitors to create a website user experience (UX) that was fitting for each segment. The amount of return traffic Moclips’ had was impressive so the ability for returning visitors to easily be able to contact them for a new booking was mandatory. With a bit of HTML-coding, I created navigation that allowed end-users to jump straight to the contact page in a matter of seconds. Responsive website design was chosen because it pairs seamless lead generation with a mobile-friendly experience. That website follows the path a new user takes when deciding to book. It aims at answering questions that arise along the way which were developing through an understanding of past customer data. 

Based on client feedback, I learned that it was important for conversions that each property's hero image features an aerial picture and a link to a prominent link to drone footage that was housed on the owner's YouTube channel. It was explained that customers select Moclips because of the powerful video footage which features the homes and their proximity to the ocean.

The Results

In total four responsive website layouts were created that contained web-ready imagery and optimized SEO elements to increase traffic. Within the first year of launch, the website yielded a 150% conversion rate of unique pageviews to form conversions. The website development project also included a logo redesign that completes its brand identity.

The Takeaways

Website development projects can be a hefty undertaking. It involves understanding the needs of your client and being able to develop a solution that gets results. During the process, it’s important to take into account web analytics as it helps to establish goals that match solve conversion pain points.