Recreating marketing pages to convert a new audience

Responsive Web | Marketing + Web Design

Project overview

Less Annoying CRM is a simple, yet effective CRM for small business owners. Their focus is to provide users a low-tech way to manage their contacts without all the extra + unnecessary features major CRM companies provide.

The role: Designer working with the Marketing Coordinator + CEO || The scope: 11 marketing pages || The timeline: 6 week contract

The challenge

While LACRM is a successful company, their marketing page was in need of a refresh. They originally approached design as a second priority to the function + accessibility of their actual product. By doing so the company attracted an older audience as users. As that audience begins to phase out (i.e. retiring from the workforce), the company realized they were in need of design updates to attract new, younger customers.

The opportunity

There’s an opportunity to revamp the first impression of the company by getting a fresh, modern take on their company website.

Original page design || How to Buy a CRM

Client pain points

Primary pain point: “Our design is outdated so we’re only been attracting + retaining an older audience.”

Working with the team, we dove deep into this pain point before going through any iterations. While this pain point was apparent, it was also leading to another obstacle for the company.

Secondary pain point: “The audience we’ve attracted will be retiring soon + will no longer need to use our product.”

Understanding their need to update, the goals for the designs were to focus on creating on brand initial mockups were to get the foundation down for each page + to rework the copywriting if necessary.

The company requested that the majority of the content on the page remain the same + only be modified if it provides a better experience for the user or more clarification.

Final deliverables

Upon completion of this project, I delivered redesigned pages in organized Figma files. The final designs refreshed the look + feel of the company while still staying true to the brand. The pages were also reworked to enhance the natural flow of information throughout the page + update the style to feel more modern + youthful.

Next steps

After handing over the files, the Marketing Coordinator began implementing the new designs across the website. As of June 2022, several pages have been updated with my design work.

Looking forward to chatting with you!