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Project Goals:
- Update the website design to better represent the Zealand Tattoo brand.
- Improve user experience and engagement.
- Enhance SEO performance and overall website performance.
- Implement an easy-to-use CMS for managing tattoo portfolios and artist information.
Challenges:
- Carefully migrating the website from WordPress to Webflow while preserving SEO performance due to high traffic from the old site.
- Migrating a large amount of content from the old platform to the new one.
- Creating a website that would position Zealand Tattoo as a leader in the competitive tattoo industry, surpassing their competitors' online presence.
- Designing a website that effectively showcased the artistry and talent of Zealand Tattoo's artists.
The Story:
Zane Swanston, owner of Zealand Tattoo, a renowned tattoo studio, recognised the need for a website that reflected the quality and artistry of their work. Their existing website, while functional, had fallen behind in recent years and no longer captured the essence of the Zealand Tattoo brand.
We were excited to partner with Zane on this project, understanding the importance of creating a website that showcased their exceptional artistry and attracted new clients. The challenge was to develop a website that was both visually stunning and user-friendly, while also maintaining their strong SEO performance and allowing for future growth.
Our Approach & Solution:
We took an "evolution, not revolution" approach, building upon Zealand Tattoo's existing brand identity and online presence while elevating it to new heights. We focused on creating a website that felt like a tattoo studio and an art gallery, showcasing the artistry of their work in a visually captivating way.
To improve user engagement and conversions, we implemented a user-first and simple UX design, making it easy for visitors to explore the studio's portfolio, learn about the artists, and book consultations. We also prioritised SEO, carefully migrating content and metadata from the old site to preserve their search engine rankings.
To further enhance the website, we developed custom content that highlighted Zealand Tattoo's unique story, values, and expertise. This helped them stand out from the competition and establish a stronger online presence.
Key Elements:
- Visually captivating design that reflects the artistry of tattooing
- User-first and simple UX for improved engagement and conversions
- SEO-focused approach to maintain and improve search engine rankings
- New brand style reflected throughout the website
- Custom content development to showcase Zealand Tattoo's unique story and expertise
Results:
- 90+ performance score on both mobile and desktop devices: The new website achieved excellent performance scores, ensuring a fast and user-friendly experience for visitors.
- SEO performance retained with clear room to grow: The website successfully maintained its SEO performance while also providing a foundation for future growth and improvement.
- 6.503% increase in engagement: The new website design and UX led to a substantial increase in user engagement.
- Custom content positioned Zealand Tattoo as a premier studio: The website effectively showcased Zealand Tattoo's artistry and expertise, helping them stand out in the competitive tattoo industry.
Key Takeaways:
- For tattoo studios, website design is crucial, as it serves as a digital portfolio and a reflection of their artistic talent.
- SEO is a critical factor to consider when redesigning a website, and a strategic approach is necessary to maintain and improve search engine rankings.
- Factoring in future growth and expansion needs is essential when developing a website's content structure and information architecture.
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