SingleDebt Website Revamp
Industry: Fintech
Overview:
SingleDebt, a debt management solutions provider, recognized an opportunity to evolve its website to better reflect its current brand, enhance customer centricity, improve scalability, and support market expansion. This case study outlines the strategic approach, challenges, and quantifiable outcomes of this website evolution, demonstrating how the updates improved user engagement, search visibility, and business growth.
Goal of the Revamp :
The revamp aimed to improve the website by:
- Evolving the Design:
- The previous theme, used for over two years, while functional and apt for the launch of the new-to-the-market category of debt management, required updating to align with SingleDebt’s evolving brand and marketing objectives.
- There was a need to enhance mobile-friendly features to optimize the user experience across devices.
- Enhancing User Experience (UX):
- Opportunities existed to improve navigation, add dynamic content, and incorporate interactive features to increase user engagement.
- The goal was to enhance accessibility options to broaden the site’s usability for all visitors
- Improving Website Performance:
- There was a focus on optimizing website speed to improve content loading times.
- Efforts were needed to streamline large files, optimize images, and refine code for enhanced performance.
- Supporting Business Growth:
- The aim was to create a more flexible platform that would facilitate the addition of new services, tools, and features to support SingleDebt’s growth trajectory including the journey to its online customer portal and app.
Primary Goals:
- Modernize design for better user trust and mobile responsiveness.
- Optimize speed to retain visitors and improve SEO rankings.
- Future-proof the site for seamless updates and scalability.
Preparation Process:
The revamp required careful planning to ensure everything went smoothly. Key steps included:
- Site Audit:
- Technical Analysis: Identified areas for speed improvement (via Google PageSpeed Insights) and opportunities to streamline plugins.
- Content Review: Focused on refreshing existing content and prioritizing high-conversion content.
- SEO Baseline:Documented existing rankings and traffic to measure post-evolution impact.
- Design Changes:
- A fresh design approach was implemented to align with SingleDebt’s evolving brand identity and marketing goals.
- Prioritized the Knowledge Section to position SingleDebt as a thought leader in debt management solutions.
- Enhanced mobile responsiveness and accessibility to improve usability across devices and for all users.
- New Pages and Sections Creation:
- Added new pages, including an enhanced Knowledge Section and a dedicated Case Study Section, to showcase expertise and build trust.
- Updated the Top Navigation to improve user flow and make it easier for visitors to find key services and information.
- Introduced dynamic and interactive elements to engage users and encourage exploration of the site.
- Lead Generation Priority Steps:
- Strategically placed lead forms on all service pages to minimize distractions and encourage quick decision-making.
- Ensured touchpoints were available throughout the site, making it easy for users to take action without disrupting their browsing experience.
- Optimized calls-to-action (CTAs) to guide users toward filling out lead forms, ultimately increasing conversion rates.
- Creating a Staging Site:
- Choose a lightweight, mobile-first theme optimized for speed and flexibility.
- Prioritized compatibility with critical plugins (e.g., debt calculators, CRM tools).
- Creating a Staging Site:
- Built a separate test version of the website to avoid affecting the live site.
- Tailored the new theme to improve navigation, making it easier for users to find services like debt solutions and financial advice.
- Tested the site for functionality, speed, and search engine readiness.
Steps Taken:
- Installing and Adjusting the New Theme:
- Installed the new theme in the test environment.
- Customized the design to align with SingleDebt’s branding, incorporating updated layouts, fonts, and colors.
- Enhanced navigation menus, headers, and buttons for improved browsing.
- Moving Content While Keeping SEO Intact:
- Used 301 redirects to retain link equity from old URLs.
- Maintained metadata, alt tags, and structured data to avoid ranking drops.
- Optimizing the Website:
- Images: Compressed and converted to WebP (reducing file sizes by 60%).
- Code: Minified CSS/JavaScript and removed render-blocking scripts.
- Database: Purged spam comments and optimized tables for faster queries.
Metric | Before | After | Improvement |
Mobile Speed Score | 60/100 | 85/100 | 41.67% |
Desktop Speed Score | 75/100 | 90/100 | 20% |
LCP (Main Content Load) | 3.2s | 2.1s | 35% faster |
Bounce Rate | 65% | 45% | -20% |
Avg. Session Duration | 1m 10s | 2m 15s | +105% |
Organic Traffic | 10k/month | 12k/month | +20% |
Results:
The revamp led to significant improvements in performance and user satisfaction:
- Faster Website and Better Loading Times:
- Improved User Engagement:
- Bounce Rate: Dropped from 65% to 45%, meaning more users stayed on the site.
- Time Spent on Site: Increased from 1 minute 10 seconds to 2 minutes 15 seconds.
- Pages Viewed Per Visit: Increased from 2 pages to 3.5 pages per visit.
- Lead Conversions: Went up by 25% because of faster pages and clearer calls-to-action.
- Enhanced Design and Usability:
- The new design was modern and fully mobile-friendly, making it easier for users to browse.
- Mobile user retention improved by 30% due to better responsiveness.
- Accessibility updates made the site usable for a wider range of people.
- Higher Search Engine Rankings:
- Passed all Core Web Vitals tests (speed, responsiveness, stability).
- Organic traffic increased by 20% as the website ranked better for key search terms.
- Transitioned without losing search rankings, thanks to careful SEO planning.
Conclusion:
The revamp transformed SingleDebt’s digital presence into a fast, user-centric platform that aligns with its growth goals. The modern theme not only improved engagement but also laid the foundation for future enhancements like AI chatbots and personalized debt management tools.
Ready to Transform Your Website?
Let’s discuss how we can optimize your site for growth. Contact Us.
