Kim from Stretch n Strength is passionate about ballet. This former ballerina had designed her own foot stretcher and was selling it online.
Her target market were teenage girls & boys - hence the website was full of sparkly stars and decorative font. It all looked like a teen blog. While appealing to teens, its’ charm was lost on parents and dance instructors - the ones actually making a purchase.
As a result, the website didn’t convert. Kim decided to contact Ecommerce experts at Rock Paper Copy for help.
We started by running a FREE website critique, which revealed that apart from design, Kim was in need of editing content, usability and SEO.
We replaced the original full screen sliding banner with more compact one. The logo in this particular template cannot contain an image, otherwise it overlaps the banner, as it happened in Kim’s case.
We designed two images for a banner with a strong CTA (Call to Action). Original homepage content has been re-styled with H-tags to allow online scanning.
Footer has also received a make-over in form of bottom navigation and customized newsletter sign-up form.
Content and SEO
Contact us page was added along a hyperlinked email address for a 1-click-contact.
About us page has also been updated. We highlighted Kim’s credentials as a former ballerina and benefits of her ballet foot stretcher.
Each product also received updated description and main image. We cropped each image in the same size to stream line the display in a grid gallery. Previously images were at different sizes, giving the gallery uneven layout.
We created site title and meta description for a homepage, extra pages and each product. That way every part of website is optimized for Google SERP (search engines’ results page).
We linked pages together improving Kim’s SEO and site navigation. The whole project took less than 48 hours to complete.