Indy Soft Water
Website redesign, Brand refresh
Website redesign, Brand refresh
Indy Soft Water is a water softener installation, filtration, maintenance, and repair company in Indianapolis.
The site design wasn't selling their services. It functioned more as an emergency broken filter hotline than a marketing source that could convince new users to convert. The goal was to better introduce the brand and its reputability & capabilities while also providing clear pathways to emergency service when needed.
With this new design, I broadened the branding by incorporating a deeper teal and shades of violet to add depth and a CTA color. I used higher-quality stock imagery that focus more on the better quality of lifestyle attained with the water filters. I reorganized the existing content, putting it into more scannable or engaging formats, and added a few sections like a 4-step Process module to better establish expectations of their methods.
After implementing the homepage design, the client was satisfied with the work as well as the boost in conversion and decrease in bounce rates. They signed on for a redesign of 5 other pages, including their Service & Repair page and their Filter Details page.
Below is the revision of the Service & Repair page. Much of the content was simply full-width lines of text occasionally broken up with bullet points. This content, though helpful and often important, was being overlooked. I restructured the content into layouts that allow users to skim the page and quickly find the information they would need.
The product detail page especially showed room for improvement; the product image was tiny, there were 5 total buttons all with the same visual hierarchy battling for attention, and most of the page was again long paragraphs with important features, benefits, and specs hidden within overlooked sentences.
I redesigned the area above the fold with the intent to provide as much context into the product as possible. There are now two buttons, one, "Get a Free Estimate," with clear primary hierarchy, and one, "View the Specs," for users who are in the browsing stage and looking for more specific details. I included a row of overview specs to communicate some of the basic details even more quickly.
