LISA KING
UX Designer & Front-End Developer
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Franchise Business Review Website

Franchise Business Review

Name of Product: Franchise Business Review’s B2B (Business to Business) Website Design/Development and SEO (Search Engine Optimization) implementation

Client: Franchise Business Review (FBR)

Description: FBR is the leading market research firm in the franchise industry that specializes in franchisee satisfaction and performance. I designed and developed their B2B website to optimize user experience, SEO, and lead conversions. The scope of work included:

  • User Personas/Interviews

  • Site Mapping

  • Informational Hierarchy

  • Establishing User Flow

  • Wireframing & Prototyping

  • User Interface Design & SEO Implementation

  • Website Launch

  • Post-launch website maintenance, analytics reporting, and content updates

Software: Wordpress (Avada Theme), Google Analytics, Adobe Creative Suite

 

Persona Analysis

Using data collected from my research when developing the user personas, I was able to identify eight key job roles that fit into our target audience.

The Process:

  1. First, I analyzed the data from the interviews to discover their pain points and needs.

  2. I created the User Persona Comparison above to differentiate the audience segments.

  3. I designed unique “Solution” landing pages addressing each audience segment.

  4. Then, I collaborated with the marketing team to leverage social media, email, and PPC avenues to ensure these landing pages were seen by the right people.

The result? Form conversions of people interested in our products more than doubled within 3 months of launch.

Branding

The Final Product

A dynamic, engaging, and responsive B2B website designed to grow with the company. The website included 500 posts and 100 pages featuring a blog, resource center, and client portal.

Within the first six months of launch, the website was performing better on all KPI’s (key performance indicators):

  • The bounce rate went from 70% to 5%.

  • The users session duration - or time on site - improved by 78%.

  • More importantly, the website served as a significant tool for the sales team. Form conversions nearly doubled, generating new brand exposure and revenue opportunities.