Clearsource: Transforming an Outdated Website for Competitive Edge

Context: Clearsource’s website, dating back to 2000, felt out of touch with their dynamic identity and goals. Recognizing the need for change, I embarked on a mission to revamp their online presence. With no sales force to bring in customers and deals, it became paramount to find effective ways to acquire and pull customers.

Role: As a freelancer website consultant, I wore multiple hats, and with a hands on approach I handled the website development, SEO, design, and content management. This involved revamping the outdated site, optimizing for search engines, and crafting engaging content.

Goals:

• Introduce an intuitive website that clearly communicates Clearsource’s offerings to customers.
• Attain organic top-ranking positions on the homepage of search engines for specified keywords.
• Drive a surge in customer leads through enhanced online visibility and engagement.

Challenges:

The project posed several notable challenges:

• Diverse Customer Segments: Crafting the website’s structure and navigation proved challenging due to Clearsource’s diverse customer segments, spanning B2C consumers to industrial clients. Aligning these distinct needs while ensuring intuitive navigation required meticulous planning.
• Content Creation from Scratch: The absence of existing content necessitated the creation of all materials from scratch, including written content, imagery, and marketing materials. Depending on the company’s CEO and staff for insights added complexity and reliance on internal stakeholders.
• Learning WordPress: With no prior experience in WordPress, navigating its intricacies presented a steep learning curve. Overcoming this challenge required dedicated effort and a commitment to mastering new tools and techniques.
• Unfamiliar Industry Terrain: Lack of familiarity with the water treatment industry meant having to quickly grasp its nuances. Acquiring industry-specific knowledge was essential to accurately represent Clearsource’s offerings and effectively communicate with its audience.

Strategy and Solution: Highlight Clearsource’s credibility and expertise through USPs and years of experience while providing educational content on water treatments. Emphasis is placed on facilitating easy customer contact via phone or online forms throughout their browsing journey.

Execution:

• Initially, I drafted website wireframes and storyboards to experiment with different site structures and user flows, ensuring optimal user experience.
• After careful consideration, I chose a WordPress template that closely matched the envisioned site structure. I outsourced minor development adjustments while personally customizing the template and theme to align with Clearsource’s branding and wireframes.
• Leveraging Google Keyword Planner, I conducted comprehensive keyword research to inform the website’s content strategy. Writing the content with SEO best practices in mind, I ensured alignment with identified keywords and trends.
• I took charge of designing banners and selecting imagery that resonated with Clearsource’s brand identity, enhancing visual appeal and user engagement across the website.
• Collaborating closely with the company CEO, I crafted website content that accurately portrayed Clearsource’s offerings and values. Drawing upon the CEO’s insights and expertise, we ensured that the content effectively communicated Clearsource’s unique selling points and value proposition.

Outcome:

• Clearsource website ranked between 2nd and 3rd place on google for relevant keywords in water treatment
• 200% Increase of inbound calls and leads within 6 months of launch. The website became the 1st sales channel for customer acquisition.
• 80% of sales are done from website leads

Visuals:

Before and After

If you’re interested in learning more about this project or exploring how similar strategies can be applied to your business, feel free to reach out. Let’s chat about the possibilities!

What They Say

“Chadia transformed our website into a high-performing, conversion-focused asset. Through smart optimisation and SEO improvements, our new website now rank higher on Google and have seen a 300% increase in inbound leads. Her work had a direct impact on our growth.” – Sonia Zalat