Lidgard Shades has been providing quality shade solutions for their customers for over 25 years. Over the years they have seen a need to advance shade technology to meet their customer needs and the same can be said of how they represent their brand, products, and business online.
After speaking with a wide range of their customers and target audience, it became apparent their existing site was complex to navigate and future customers were finding it hard to find what they needed to be able to make a purchasing decision.
Lidgard also felt the site was visually dated and didn’t truly reflect the quality of their products or service. They asked SOAP to assess the Lidgard Shades website considering the customer feedback and help in creating a greater alignment between product/service and target audience.
There was also a need to ensure the website was delivering to its role within the sales process and driving more leads for skilled sales people to convert.
On review, we looked at how we can create greater distinction between users and their interests, providing the same information to multiple audiences with differing needs.
In addition, whilst providing a huge amount of content, there was no clear path to action and heat mapping told us leads were potentially being lost.
We created a site structure that clearly recognised Lidgard’s three distinct audience groups: residential, commercial and education.
With these distinct audience groups in mind, the site was designed to quickly direct users to the sector relevant to them. Directing users via audience-specific landing pages created to visually inspire and provide key information.
As well as these key changes to a user’s experience, a more contemporary aesthetic was required, to better reflect their modern shade solutions.
A bold and unique colour palette creates strong definition within the category. balance is struck with conversational headline typeface and clean a sans serif body.
The information held on the site was then consolidated to what was key to users’ in the decision-making process allowing more detailed and specific information which could then be delivered by the sales team.
This streamlined experience provided engaging product examples and information driving an increase in customers desire to book an onsite quote via the Lidgard Shades team.
Supporting the sales lead generation and utilising the wealth of highly satisfied customers, we encompassed Google My Business reviews across the site to demonstrate Lidgard’s quality workmanship and excellent service record.