Summary: By featuring beautiful promotional videos and creating individual service pages with helpful content, we elevated Elizabeth's Moving and Storage with a sophisticated online presence that matches their brand values.
Elizabeth's Moving and Storage was ready to bring a more custom, sophisticated look to their website. They hired Counsel Creative to shoot promotional videos and incorporate them into a new site design. Working under the direction of Kenny Morgan, I was tasked with creating a new visual language for the site and expanding it from one page to a collection of 8 pages.
The promotional videos filmed by Counsel Creative were at the center of this project. So, it was essential that they be given a lot of priority in the design. Here's how I accomplished that goal:
- I added a looping video background to the header. Counsel Creative provided a collection of B-roll footage (shots of movers wrapping drinkware, their storage facility, their moving trucks, etc.). I placed the header content on top of the video with a slight overlay to make sure the text would be legible.
- I included a "Watch our story" call-to-action in the header. Clicking on that button opens a modal with the main video.
- I created a testimonials section with video thumbnails. Clicking on the thumbanils pops up a video modal. And, just in case the user is not inclined to click on the thumbnail, a quote from the video is displayed beneath the thumbnail.
Search Engine Optimization (SEO)
As a family-owned business competing with big brand names, it's essential for Elizabeth's website to rank highly for local moving and storage queries on search engines like Google and Bing. Their old website listed their services on the home page, paired with a stock photo and a short blurb. But, that's not enough content to rank well. Together with Counsel Creative, we upped their SEO strategy by:
- Creating new pages for each service.
- Adding helpful content to describe each service.
- Using keyword planning to help search engines connect queries to the content on the website.
Kenny provided all of the content. I laid out the content using a "card UI", a visual tool that places content in boxes to make them easy for users to take in.
The creative brief for Elizabeth's new site underscored the importance of the "Schedule an Estimate" form. However, the form on the old site felt a little cluttered with multiple fields. User experience research has determined that simplicity is a strong factor in form submissions. The more complex a form, the less submissions you get. I simplied the form by reducing the number of fields from 10 down to 4. Instead of using 5 fields to request a user's address, I condensed the address field down to one. By cleaning it up, we optimized the from for the highest number of submissions possible.