Elizabeth's Moving and Storage is a local Chattanooga movign company devoted to providing their clients peace of mind.
They were 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.
Incorporate high-end videos
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.
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.
The "Schedule an Estimate" form had been crucial for generating new business.
Video background header
Counsel Creative, a regular partner, filmed beautiful videos for Elizabeth's. I wanted to make sure they were significantly prominent on the new site.
- 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 thumbnails 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.
Individual service pages
Elizabeth's 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.
Simple contact forms
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 simplified 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.
All our projects ignite with the same spark.