A high-performing website does more than showcase your business — it drives user engagement, boosts conversions, and strengthens your brand’s digital presence. An outdated or poorly optimised website can cost you customers and revenue. That’s where a timely website redesign can make all the difference.
Specialist Blinds, a company that creates, designs, and sells bespoke blinds, faced significant challenges in this realm with their existing website. Unfortunately, it had been built on a restrictive theme by a previous developer. This limitation hindered their ability to customise, update content, and change the layout efficiently. This was then impacting their overall user experience, SEO, and conversions.
The team at Specialist Blinds asked KIJO to deliver a transformative website redesign. They wanted it to be more visible, easier to update, and more effective at converting visitors.
Here’s how their website redesign resulted in being a smart investment.
A comprehensive analysis of the Specialist Blinds website highlighted several critical issues affecting performance and user experience (UX) to our team:
Overly Complex Sitemap: The website had a bloated structure with numerous unnecessary branches and excessive pages. This was resulting in a poor user experience. Users found it difficult to navigate, which caused frustration. They needed to spend a long time searching for information. This structure also negatively affected SEO performance, as it scattered the website’s content across too many low-relevance pages.
Ineffective Calls to Action (CTAs): The website lacked strategically placed CTAs, resulting in missed conversion opportunities. Users had to search for ways to contact the company, enquire about products, or book consultations. This was significantly impacting conversion rates.
Outdated Branding and Aesthetics: The website’s design appeared outdated. It was hosting a garish gold gradient on the logo and inconsistent typography. This outdated aesthetic did not align with the company’s luxury brand image. It also risked alienating their target market of high-end customers.
The Users Said It All
These problems were identified through a combination of user journey mapping, site analytics, and qualitative feedback. For instance, the user journeys mapped out for different personas revealed that users seeking specific information, like product details or quotations, faced hurdles due to poor navigation and a cluttered website architecture.
A user test was conducted on the original website to evaluate the effectiveness of user journeys and CTAs. The test involved a representative sample of the key user personas identified for Specialist Blinds. These included Simple Product-Specific Visitors, Complex Product-Specific Visitors, and High-End Bespoke Customers.
Key Findings from the “Before” User Test:
Poor User Navigation: Users frequently reported confusion when navigating the site with a scattered heatmap showing frantic misclicks before finding the correct link.
Low CTA Visibility: Users expressed frustration in finding CTAs. Many didn’t realise the options to Contact or Book Consultations were separate enquiries. This is also highlighted in the heat map.
Problems Identified: What We Needed To Fix in Our Website Redesign
The original website’s rigid structure and outdated design directly contributed to the following identified problems:
Lack of Flexibility for Updates: The original theme was locked down. This was making it nearly impossible for the Specialist Blinds team to update content, refresh the design, or optimise the layout without developer intervention.
Suboptimal SEO Performance: The overly complex sitemap, coupled with scattered FAQ and gallery pages, diluted SEO effectiveness by spreading keyword relevance too thin. Pages failed to rank competitively due to their convoluted structure.
Limited Conversion Opportunities: The scarcity and poor placement of CTAs meant users did not have clear, actionable options to engage with the business. As a result, conversions were lower than expected.
Brand Inconsistency: The original website design was not aligned with the desired modern and luxurious image. This was creating a disconnect between the brand identity and the user experience.
So, how did we fix them?
A Website Redesign that Enabled and Enhanced
To address these issues, KIJO proposed a comprehensive website redesign for Specialist Blinds that focused on three key objectives:
Enabling Easy Content and Layout Updates: Introduce Elementor as a page builder to provide easy content management and customisation for the client.
Enhancing SEO and User Journeys: Streamline the sitemap and consolidate information to create a more intuitive and user-friendly experience.
Boosting Conversions with Effective CTAs: Redesign the website to include strategically placed CTAs and a more engaging user interface. This should guide users toward desired actions, such as booking consultations or making enquiries.
The new solution involved a holistic redesign strategy based on UX principles, SEO optimisation techniques, and modern web design best practices.
Simplified User Journeys: The redesigned sitemap reduced complexity, grouped related pages logically, and eliminated redundant pages. For example, combining the “About Us” pages and placing FAQs within relevant service pages improved content relevance and user accessibility.
Improved SEO: By reducing low-traffic pages and consolidating information, the website redesign ensures stronger keyword focus and relevance. FAQs integrated into service pages extend the word count and increase the likelihood of higher search engine rankings.
Strategically Placed CTAs: Introducing secondary CTAs on product pages and dual CTAs at the bottom of every page ensures that users always have options to take action. This strategic placement boosts engagement and conversion opportunities.
Modern and Luxurious Aesthetic: The redesign features a balanced typography mix, neutral colour palettes, and refined UI elements. All convey both modernity and luxury. Removing the gold gradient and introducing a full white logo against dark backgrounds creates a clean, sophisticated look that resonates with the target audience.
The Results of Our Website Redesign:A 75% Reduction in Misclicks
A follow-up user test was conducted on the redesigned website using the same sample group of key user personas. These follow-up tests sought to measure improvements in user journeys and CTAs.
Key Findings from the “After” User Test
Enhanced Navigation and Reduced Friction: Users reported a significant improvement in navigation. As you can see on the heat map, there are a lot less misclicks and users found it easier finding the correct links.
Increased CTA Engagement: When users were asked to navigate through the website with the new KIJO design, we saw a 75% reduction in misclicks. This means users were successfully finding the relevant CTA. This is because they are now a lot more obvious and distinguished on the page. This, in turn, reduces user friction, encourages them to stay longer on the website and engage more with it.
Our website redesign for Specialist Blinds effectively addressed the core issues identified in the initial analysis. The “before” and “after” user tests demonstrated a substantial improvement in user experience, with increased engagement and conversion rates highlighting the success of the redesign.
With these enhancements, Specialist Blinds is now better positioned to achieve stronger user engagement, improved brand perception, and higher conversion rates, ensuring a substantial return on investment for their digital strategy.
Ready to Redesign Your Website?
Our work with Specialist Blinds illustrates the power of a strategic website redesign. An optimised website not only attracts and engages users but also drives measurable business outcomes — improved SEO, higher conversion rates, and a stronger brand presence.
An outdated website could be holding your business back. By investing in a high-performing redesign, you can transform your digital strategy and position your brand for long-term success. Is your website delivering the results your business deserves? If not, it may be time for a redesign.
Book a Complimentary Consultation with KIJO’s Head of Partnerships
If you’re ready to unlock your website’s potential, why not start your redesign journey with us today? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. Let’s get you the conversions your business deserves — book your free consultation via the link below: