JeffreyM Website

Web Design, Copywriting

Overview
After cementing the new JeffreyM branding, I turned my attention to the ultimate task: redesigning the website. Given the underwhelming aesthetics and structure of the old website, I knew I had my hands full. The goal: create a website that captures the new JeffreyM visual identity and resolves the lack of clarity around user flow.
Problem
On top of its outdated look, the old website had unclear user pathways. At JeffreyM, we have two target audiences: prospective clients interested in using our services and the team members we hire to support those services. Prior to the redesign, the website's content blended together in a way that made it difficult to distinguish between information. Content intended for clients appeared side-by-side next to consultant information, and most sections featured vague titles and big block paragraphs that created unnecessary friction. Moving forward, I knew the website needed to be better at directing traffic—visitors should move naturally throughout the website, from the entry point to the final conversion.
Solution
First and foremost, I worked hard to undo all of the website's structural problems. To improve navigation and user flow, I:
-Reduced the overall amount of text on the website, using a rule of thumb of no more than 50 words per section
-Eliminated technical jargon and focused on using language that is friendly, clear, and concise  
-Reorganized the content using titles and subtitles so that users can get a quick sense of what they are about to read and easily jump between sections
-Fixed the upper navigation so that the primary links and CTAs remain visible as the user scrolls
-Surfaced the careers and contact links on the upper navigation, which offers additional shortcuts to conversion and funnels each of the target audiences to relevant pages without forcing them to search too much or think too hard
-Improved the wording of the primary CTAs—"Join the Team" and "Start a Project"—so that they are more specific and offer users a natural outlet while moving about the website
-Created a singular contact page that works for both target audiences, eliminating clutter and confusion
-Increased the contrast between the text and background colors to ensure the website passes all accessibility standards and is WCAG 2.1 Level AA compliant
-Designed and developed mobile web-specific screens to ensure accessibility across all devices​​​​​​​
In terms of visual design, I applied the new JeffreyM brand guidelines and used a consistent color palette throughout. The use of white space allows the content to breathe and helps guide the user between sections. The imagery is candid, modern, and engaging, and emphasizes JeffreyM's commitment to diversity and inclusion. I introduced iconography to help users quickly reference content, while still sticking with a minimalist approach and only adding design elements when they help clarify a point or enhance the information being presented.
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