Shasta Power came to us with an outdated, confusing website that didn’t represent their offering well. So we helped them revise their visual identity and message—culminating in an impactful website redesign.
shasta power hero
Challenge
Shasta Power built its first website on a budget. It was time to invest in a professional website, but the other website design and development firms Shasta Power spoke to wanted to throw them into a box. They didn’t listen or care about the business or user’s needs.
Solution
We took Shasta Power through our Website Process, starting with understanding the website goals. We then did a brand refresh and designed a custom, responsive website. The website development was on WordPress and integrated its business systems with the website
Results
Awareness metrics have risen across the board, including new followers and site visitors, up over 600% and 200%, respectively. We worked quickly against a short timeline while maintaining an impressive quality standard for the brand.
shastapower.com before
shastapower.com after
If I had to boil it down to one thing, I would say their integrity is their best quality. I get a sense of honesty and quality from them; they take their work seriously and do it in a professional manner.
max roe, partner
summit power fund product page
Logo Design
When Shasta Power came to us, they didn’t have an official logo. So the first thing we did was explore logo options for their new website design. We delivered a handful of comps, ideas, and styles for them to review. After a few iterations, we landed on a logo that was strong, confident and represented Mount Shasta—the symbol behind the brand.
Similarly, Shasta Power didn’t have any colors representing its product or mission. As a company as a solar investment firm, we developed a pallet that represented the earthy nature of their work. We lead with a solid orange and yellow gradient, with supporting blue, green, and clay colors representing the environments they develop in.
Website Design
As with all website design, you can’t have a great beautiful site that makes no sense. So we invested heavily in information architecture, wireframing, and content development. This strategic process helped ensure the site helped users progress through the content and was simple and easy to understand—all the while representing Shasta Power in its best light. Once we had the blueprint down, we applied the brand, and it turned out beautifully.
Shasta Power wanted to use its website to generate leads, so we built a custom webinar registration flow. This included a landing page template they could use and replicate for any webinars they host for marketing or customer engagement. Additionally, it had a registration form and a webinar video page where they could embed their live content for users to engage with.
Website Development
Shasta power was familiar with WordPress CMS, which we love to build with. So we built their new site in a very similar way to their old site using a custom theme and Advanced Custom Fields content editing fields. This kept the entire experience familiar and allows them to swap out photos and make copy changes when they want to without worrying they’re going to break anything.
On the front end, Shasta Power added an Animation Package so that the content fades smoothly as a user scrolls down the site. This small addition makes a massive difference for the user and helps them stay focused on the contact right in front of them while guiding them through the site.
Website Management
Shasta Power took advantage of our Startup Website Management Package, so they didn’t have to worry about regularly updating WordPress core, theme, or plug-ins. They also appreciated being able to reach out to us here and there to update content on the site or ask questions without starting a new project.
Moreover, Shasta power has trusted us as an ongoing partner to help them grow their website through additional digital marketing initiatives.
DryFireMag is a fast-growing firearms safety company in Idaho that primarily sells its products on its e-commerce store. We helped them increase their conversion rate and redesign their website so customers could find and purchase products more efficiently.
Challenge
Their website was never what they hoped it would be. It was cumbersome and did not help customers find what they needed—in fact, it did the opposite. DryFireMag saw sales decreasing and needed a resolution.
The result is a high-converting site that has only grown in traffic, traction, and sales for DryFireMag since we launched. The success has put them in a new position to open up to international sales.
DryFiremag in a Glock 22
dryfiremag for small frame Glocks
“Structure was the most professional, responsive and personal of them all.”
John Seigler, head of product
Website Strategy
The website strategy was one of the most significant issues with the old DryFireMag site.
As the business grew, they felt they needed to communicate more things to their customers on their website: product information, shipping notices, and marketing announcements.
The site became cluttered, and we helped them get back to the basics—and figure out a way to organize the content, so it supported customers during the checkout flow instead of distracting them.
Brand Design
The DryFireMag brand was severely underdeveloped.
While the DryFireMag didn’t want to invest in a rebranding or brand strategy process, we were able to bring out the best of the brand as-is and bring in some new elements that helped the website feel more exciting and align a bit better with its target audience.
Beautiful, functional web design
Another challenge was helping customers find the right mag for their pistol.
The DryFireMag team received dozens of support calls and returns daily from customers who had purchased the wrong product. Finding a solution would result in happier customers, less overhead, and more profit for the business.
We designed and built a fun product quiz right in the navigation so that customers could select their pistol and get redirected to the perfect product.
Web Development
Since their e-commerce store was already live and bustling (with a sizeable shipping and logistics team behind it), we took great care to retain the integrity of their integrations, business systems, and customer data.
The site already used WordPress CMS with WooCommerce e-commerce functionality, so there was no reason to reinvent the wheel; however, ensuring customer data didn’t get lost or changed was a challenge. Luckily, this wasn’t our first rodeo, and the launch went off without a hitch.
Strategy
User Testing Conversion Rate Optimization Information Architecture Content Strategy UX Strategy
Design
UI / UX Design Visual Design Creative Direction Animation Design
HydroSide is bringing technology and automation to the irrigation niche of the agriculture industry. As an industry disrupter, HydroSide needed a bold website and digital experience that looked, felt, and smelled less like farm equipment and more like farm technology.
Challenge
HydroSide needed a new website that matched its role as a technology disrupter in the marketplace. The efficiency of their product offering was opposed to the confusing user interface customers experienced on their website.
Solution
After a deep dive into their user needs, we uncovered a much deeper story that guided the web strategy and information architecture. With creative copy and a fresh visual design, we could use the client’s existing CMS to transform this website.
Results
A website redesigned with a straightforward and more strategic approach to communicating the information growers were looking for.
Early traction
HydroSide not only provides a fresh face in their space but delivers a solution to a real problem farmers and growers have across the world.
Due to their bonafide product-market fit, HydroSide.com gets thousands of new organic visitors each month without much effort. The extra consideration we put into performance, accessibility, and implementing best practices made both Google bots and actual humans happy when they visited the website.
The back-story
Our team came-in early as a digital advisor for the HydroSide founders, back in 2018 when the company was mostly just an idea.
The HydroSide website redesign was a long time coming, but that’s part of what made the project successful. There were years of foundational work together before we redesigned the website. As is often the case, the HydroSide website is more than just a pretty face—it’s an engaging storyteller and an effective sales tool.
As is often the case, we operated as a true partner and close extension of their marketing team. The relationship with HydroSide continues as we help develop their digital presence and make advanced enhancements to their website to help them both move forward and stay ahead.
Strategy
Information Architecture Content Strategy UX Strategy
Design
UI / UX Design Visual Design
Content
Copywriting Art Direction
Development
Front-end Development Back-end Development Quality Assurance Consulting
EarthCruiser manufactures luxury Overlanding vehicles. What began in Australia and made its mark in Bend, Oregon, is now an iconic global brand. To ensure the world saw EarthCruiser as the trustworthy brand they are, we created a website as exciting as the vehicles themselves.
Challenge
Any EarthCruiser owner trusts their vehicle can traverse the most challenging terrain without fail—because it will. But EarthCruiser found that potential customers couldn’t navigate, let alone traverse their website without encountering a problem. Not to mention, it didn’t display the quality of the products and services they provide.
Solution
The EarthCruiser website was full of generic messaging, dense architecture, and shallow details of what the brand offered. Embracing the creative direction of “Show, Not Tell,” we reimagined the EarthCruiser website from the ground up. With rich media front and center, we unveiled a fresh experience that customers could trust.
The work included integrating the website with many of EarthCruiser’s marketing and sales systems, including HubSpot and MailChimp.
We set up the Vehicle Recommender so that the sales team could see each user’s recommendation and contact information so they could follow up and have visibility into what the customer is looking for.
Beyond the Project
EarthCruiser.com launched without a hitch. Some team members said it was the smoothest website launch they’d ever seen.
During this website redesign, we operated as a critical extension of their marketing team. Much to the project’s success, we’ve taken over the website’s management and continued working together on additional phases of website work to enhance the user experience further.
Strategy
Website Strategy Information Architecture Content Strategy UX Strategy
Western Interlock is a paving stone manufacturing company with state-of-the-art manufacturing facilities in Oregon and Washington. We worked on a website redesign to bring their brand into the present day with a fresh look in a fully optimized digital experience, with lead generation and thought leadership at the center.
Challenge
The Western Interlock website needed a new look that better matched the quality of its brand and the products it delivered. It also had to facilitate high-traffic DIY blog content and be easy to navigate.
Solution
We stretched their current brand while delivering a simple yet strategic information architecture with simple navigation that was easy for customers and team members.
Results
The result is a beautiful and swift experience for potential buyers that’s optimal for mobile and built for engagement. Within a few days of launch, estimate requests and traffic more than doubled.
Up, up, and up some more
This website redesign helped potential customers discover and engage with Western Interlock’s highly successful DIY marketing campaign at a much deeper level. As a result, we’re seeing the most significant increase in new users, the lowest bounce rate, most extended session durations the company has ever seen. Not to mention a backlog of sales requests they couldn’t be happier about.
The following statistics were reported by Google Analytics 30 days after launching the updated website.
users
43.8k
+65.0%
sessions
57.7k
+59.9%
bounce rate
77.6%
-2.9%
ave session duration
00:01:24
+12.1%
Beyond the project
Beyond WesternInterlock.com, our work on this website redesign brought about an evolution of digital thinking at Western Interlock—and instituted a more refined approach to branding and marketing moving forward.
We hope this site ushers in a new era for Western Interlock and the hardscaping industry.
Strategy
Website Strategy User Testing Information Architecture Content Strategy UX Strategy
Redesigning a company website can feel intimidating, especially if you’ve never done it before or you’re already overwhelmed by the projects on your plate. It’s so much easier when you have a proven website redesign process to follow.
In this article, we will walk you through the Structure Website Redesign Process that we’ve used for hundreds of clients over the last five years (September 20, 2023, at the time of this writing).
To cut to the chase, we have a 5 Step Website Redesign Process that works every time (if you follow it!).
You can do these steps on your own or with your internal team. You could probably get a solid head start with this article and our Free Website Redesign Planning Guide.
However, if you’re considering hiring an expert to help with your website redesign project, it’s much easier to trust someone who has a plan and has worked on it repeatedly.
Unfortunately, you don’t get that with most local web design agencies or freelancers.
If you’re in one of those industries, that’s great! But even if you’re not, this website redesign process will still work for you.
And even if you’ve got a small website or spinning off a new one, you can use this process. While it’s perfect for a website redesign, it works great for a new website.
Unfortunately, in the many website redesign projects we’ve worked on, the primary problem with any web project that doesn’t meet goals or expectations is a failure to plan.
Of course, at Structure, we start with planning. So that’s not an issue when you work with us.
But in my experience as a digital marketing veteran at software companies and agencies, the same website issues have come up over the years.
And they all come back to one thing: failure to plan.
It’s not just my experience, either!
Research suggests that 68% of marketers did a site redesign in the last 12 months – but 1/3 were unhappy with the results.
Furthermore, failed website redesigns cost an average of $55,000 plus an additional $115,000 over the next 12 months to fix.
Ralf Speth, CEO of Jaguar Land Rover, said it best:
If you think good design is expensive, you should look at the cost of bad design.
Likewise, if you think a goodwebsite is expensive, you should see the cost of a bad website.
What do you need your website to do for your business?
How did your last website perform? What worked/didn’t work?
Which platforms are you using, and do you like them?
During this call, we’ll also be able to recommend a website design package that fits your goals. Once you decide on a package, we’ll start with a virtual or in-person Website Workshop.
During this workshop, we’ll help you define and document the following information:
Basic company information
Who is on your team
The vision for your website
A competitive analysis
Brand documentation
Your buyer’s journey
A sitemap of your pages
Content plans for each page
Technology requirements
Website build budget
The final answers comprise your Website Plan.
Step 2: Design – Website Layout
Website design is more than mocking up a pretty version of your brand for a webpage; it’s designing a home for your customers to visit to engage with your business and buy from you!
Creating a strategic website design that meets all these criteria can seem daunting, but it’s important to remember that your website is a vital part of your business and should reflect your brand and meet your business goals.
How does the “design” stage of the Structure website redesign process work?
The Structure Website Design Package you choose will determine what you receive from the process. However, here are some of the deliverables you can expect:
Wireframes
Desktop Designs
Mobile Designs
Tablet Designs
Content & Media
Functional Specification
If you’re unsure what this means, that’s okay! Our team of website design experts can help. We’ll coach and consult with you to clearly understand the goals and needs of your website, and then we’ll create a custom website design that’s right for you.
Step 3: Develop – Build
During the website development process, the aim is to create a site that aligns with the design concepts established in the prior phase.
Moreover, this is the stage where you guarantee that your website operates smoothly, catering to the objectives, technology, and user requirements outlined in the Website Plan.
This is another reason the website plan is so critical. It is a guiding source of truth throughout the website redesign process.
Achieving these objectives will create a website that accomplishes your plan and sets you up to crush your business goals.
How does the “development” stage of the Structure website redesign process work?
Upon your approval of the Functional Specification (the final design deliverable), our development team will begin building your website on a separate development site so your live website isn’t affected.
We’ll optimize your website for all devices and browsers and essential SEO, accessibility, and load speed as standard practice.
Then, we’ll break your website. But don’t worry, it won’t stay broken!
We’ll fix any issues and put checks in place to ensure it’s bulletproof for your team and users.
Testing is completed with a Training Call so you know exactly how everything works. Then, you’ll get to review and approve your website.
And we have a Work For Free Warranty to cover you in case of any unexpected flaws.
Step 4: Manage – Updates & Monitoring
All websites must be updated and optimized, especially after being redesigned.
It’s a common practice for local agencies to “lock” you into a management plan with them. Often, this subscription is part of the deal. Or, they might hold the key to your hosting.
Either way, we’re not fans of locking you into anywhere you don’t want to be.
That includes a management or hosting plan you don’t know why you’re paying for. That’s not our style.
You’ll have every tool and resource if you want to manage it yourself.
However, managing your website takes time. It can easily take a few hours a week.
Most clients don’t have a team to hand their website to, so we continue working with an active WordPress Website Management package.
We love managing websites we’ve built, and it’s honestly one of our favorite partnerships for long-term growth.
The reason is that we’re “in your corner” to support any ongoing initiatives, optimizations, and projects.
We’re here for whatever you need, as long as you need it.
How does the “manage” stage of the Structure website redesign process work?
Website management with Structure is more hands-off for you than most other steps in the website redesign process.
This means you may not see much of what’s happening in the background.
But as soon as you hand off your website for management, we immediately do the following:
Setup daily site backups
Test forms and conversion funnels
Make monthly plugin and software updates
Report on website performance monthly
Audit website performance & SEO annually
Make ourselves readily available to answer any questions you have
That’s it! If you want to learn more, you can download our free PDF Overview (no email required).
Step 5: Grow – Increase Results
In the end, the effectiveness of your website launch hinges on its capacity to generate traffic, capture leads, and drive sales.
However, achieving these objectives becomes impossible if your website isn’t functioning correctly. In this final phase, you will execute marketing campaigns tailored to your target audience.
Subsequently, you will consistently fine-tune your strategies in response to the distinctive challenges and opportunities you encounter. The growth phase is where your website truly reaches its full potential.
How does the “grow” stage of the Structure website redesign process work?
Often, we work with our clients to develop a sales funnel to drive sign-ups and sales.
For most clients, this means focusing on three initiatives, in order:
