Vertical Ropework
Website redesign for a Growth | Wind sector
My Role:
Tools:
Before
After
The Problem
I began by analyzing the existing website and identifying key areas for improvement. The client's current website had several challenges:
Outdated Design and Content: The visual style felt old and was inconsistent with the brand's identity.
Readability issues: Poor typography, Low contrast text vs. background
Non existent Mobile Experience: The site was not fully responsive, negatively affecting mobile users.
Missed Opportunities: Lack of clear CTAs (Calls-to-Action)
Discovery & Research
Stakeholder interview
Discussion with key stakeholder, ( the business owner ) to align on business goals and pain points.
Key Takeaways:
Better conversion
More modern design to stand out from competitors
To have the website with dual langugages ( german, english ) to reach more international customers and enter international market ( europe-wise )
Analytics review
I have analyzed website data using Google Analytics and Hotjar heatmaps.
Findings:
60% of users dropped off on the homepage without clicking through.
Most clicks were concentrated on the top menu, indicating users were relying heavily on navigation.
Key pages (e.g., home page, about and service pages) had poor engagement, with an average time-on-page of under 15 seconds.
Competitors analysis
I have evaluated six competitor websites for design, content, and functionality.
Key Takeaways:
Competitors used more concise CTAs and visually engaging pages.
Better mobile-first design and faster load times set them apart.
Content audit
I have conducted a detailed content inventory to assess the relevance and quality of existing pages.
Findings:
All the pages had outdated content.
Critical details were buried under unnecessary text.
Wireframes
Based on my findings from Discovery & Research stage, I have created wireframes with a new solution, which were presented to stakeholder.
Styleguide
Final result
Home page
About
Services page
Conclusion
This redesign successfully addressed the pain points of the old website, creating a modern, user-friendly online presence that meets business and user needs. This case study demonstrates the importance of data-driven decision-making in achieving impactful results.
The redesign is positioning Vertical Ropework to better serve both regular and corporate customers in the wind sector german and international market.
What is next?
Next phase is to develop this website using Framer. In near future a section with FAQ, Social proof and Certification section will be added.
Before this website goes live:
I want to conduct user testing with help of specific platform.
Stress test
Responsiveness test
Expexted performance results
Expected Post-launch results, which will have to be confirmed.
Increased Conversions
Reduced Bounce Rates
Higher Mobile Engagement
Improved User Satisfaction