Project Goals:
- Generate leads from council representatives.
- Improve website UX/layout for the target audience (NZ councils).
- Showcase proof of concept using case studies.
- Build trust with visitors.
Challenges:
- Shifting the existing website from a B2C to a B2B focus.
- Developing new content, particularly case studies demonstrating council usage.
- Optimising technical SEO (web performance) and general SEO for improved visibility.
- Factoring in long-term growth and scalability for Doggone's services.
The Story:
Tracy Austin, the visionary behind Doggone, had a mission: to revolutionise dog registration and reunification processes for councils across New Zealand. Doggone's innovative system offered significant benefits, but their existing website, primarily focused on individual dog owners (B2C), needed a transformation to effectively target and engage council representatives (B2B).
We were excited to partner with Tracy on this project, understanding the importance of creating a website that clearly communicated Doggone's value proposition to councils while also building trust and credibility. The challenge was to reposition Doggone as a B2B solution provider and showcase the tangible benefits of their system for local governments.
Our Approach & Solution:
We began by conducting in-depth research to understand Doggone's new target audience: NZ council representatives. This involved analysing their needs, pain points, and decision-making processes. Based on our research, we developed a website strategy that focused on clear and concise messaging, highlighting the specific benefits of Doggone's system for councils.
To build trust and demonstrate the effectiveness of Doggone's solution, we created compelling case studies showcasing how other councils had successfully implemented the system and achieved positive results. We also leveraged social proof elements, such as testimonials and client logos, to further enhance credibility.
To ensure a user-friendly experience for council representatives, we redesigned the website's layout and navigation, optimising it for their specific needs and preferences. We also prioritised technical SEO and web performance, ensuring the website loaded quickly and was easily accessible on all devices.
Key Elements:
- Target audience research and analysis
- Clear and concise messaging tailored to council representatives
- Compelling case studies demonstrating council usage and benefits
- Social proof elements to build trust and credibility
- User-friendly layout and navigation optimised for the target audience
- Technical SEO and web performance optimisation
Results:
- Increase in leads from target visitors: The new website successfully attracted more inquiries from council representatives.
- Increased SEO presence: Improved SEO performance resulted in higher search engine rankings and increased organic traffic.
- Higher website engagement: Visitors spent more time on the website and actively explored its content, demonstrating the effectiveness of the user experience improvements.
Key Takeaways:
- Understanding the target audience is crucial before starting any web design project.
- A strong understanding of the target audience allows for the development of an optimised UX.
- Having a website that is easily found and loads quickly can significantly increase leads and conversions.