Innovative Business Systems Launches New Website
When I started working with IBS, their goals were clear: they needed a new website that was mobile friendly, had a more modern design and was easy for them to update. They also wanted the site to better highlight the services that they offer and to help bring in new business.
We used my custom version of ExpressionEngine, which greatly simplified the process of making website updates. Mulitple people could now update the site and they didn’t need to know HTML. This relieved a bottleneck - with the old site, only one person had been able to make updates.
We also worked on making IBS’s site navigation simpler. It had gotten cumbersome and the IBS team wanted all pages to be only one click away for website users.
It was essential that the new IBS site be mobile friendly, so we built it using responsive design. I also designed a mobile-friendly email template to match the new website design.
This is already making a difference: since the new site launched, there has been a 70% increase in time spent on the site from mobile devices and a 47% increase in the number of pages visited from mobile devices.
The power of great content
Our next step was to focus on content. IBS knew they wanted the site to do a better job of highlighting their work, so we updated the Services pages to focus more on the key businesses that IBS works with. We also created specific calls to action, making clearer paths of engagement for users.
We brought more visual interest to the site, putting a face to the business and highlighting IBS’s more than 20 years of experience. We used professional photos of the staff and other high quality imagery to better tell the IBS story. And we adjusted the site’s colors and fonts so that they had a more modern look.
The results so far have been promising. IBS’s website page views are up 30% and the number of pages viewed per visit is up 28%. The average visit duration also rose 43% and the site’s bounce rate is down 8%.