Summary

Case study of Crown Town Compost

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Website

Once a visitor landed on this page, it was safe to assume they live in Charlotte in one of Crown Town Composts' designated service areas. Therefore, a single text input field is presented allowing visitors to enter their street address only.

The person's entry would have the necessary city and state added, it would be passed off to Google's API, and the visitor would land on the corresponding in- or out-of-service notification page.

Contrast, repetition, alignment and proximity all support clear, concise copywriting to help inform and guide users through the checkout process. If information is requested, it is stated inline why it is needed in a way that highlights the value of the service so users remain confident they are making the right choice.

Columns, headings and bulleted lists help users quickly understand what goes where.

Questions are grouped accordingly and arranged in an order such that the most popular questions can be answered with the least amount of vertical scrolling.

Short headings and sentences, together with eye-catching, original photography, help potential customers understand the extraordinary value of Crown Town Composts' service.

Local businesses are appropriately featured with short blurbs and a link to their respective websites.

This gallery acts as another sales tool when pitching the service to commercial leads.

Further evidence of consistent use of clear groupings and labeling on critical landing pages to help users proceed without an ounce of friction.

The map acts to orient the user. The alphebatized list then helps users quickly learn whether their neighborhood is within a service area so that they know exactly how to proceed.

This page - the first post-landing page - acts as the root of the funnel, informing visitors of the various ways by which they can utilize Crown Town Composts' service, and encouraging further action.

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Desired outcome

Kris was certain the website was underperforming in terms of acquiring new residential customers. It was my goal to conduct a thorough review of existing content, flows and available data. I would then propose a re-designed website intended to get more visitors checking their address in hopes of being located within one of Crown Town Compost's growing number of service areas.

Services provided

Software toolbox

Robert Mion is a designer, instructor, organizer and developer.

Photo of Robert speaking at a meetup in Charlotte, NC
He has created and improved user interfaces, websites and applications, and brand identities for companies in financial services, retail, security and technology industries.
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