SKYLINE CITY MEDIA

(FORMERLY VANCITY POSTERING)

Boosted online traffic by 1198% and increased conversions by 70% for a dynamic outdoor marketing company.

The Challenge:

I stepped into the role of Creative Director at Vancity Postering, taking charge of revamping their outdoor advertising brand. The motivation behind this redesign was straightforward—user feedback. They had been receiving fewer bookings than expected, and their inbox was flooded with client emails either complaining about the website or asking the same questions.

Approach:

The usability issues on the website warranted a full redesign with SEO best practices in mind. Shifting from Yahoo Web Builder to Shopify gave Vancity Postering the freedom to update their products and services as needed, make the website easier to use for their customers, and to position the company as an accessible choice for businesses seeking effective advertising solutions. 

The comprehensive visual guidelines developed would also be tied into any outdoor marketing material, creating a cohesive brand identity to differentiate their business from competitors, build trust with their audience, and give them the right first impression.

Competitive Analysis

By examining strategies of local and global competitors, we gained invaluable insights. This encompassed scrutinizing their SEO techniques, keyword usage, marketing approaches, visual identity, and site structures. This insightful analysis not only steered our strategic choices but also fuelled innovation, ensuring our revamped brand and website would stand out and distinctly connect with our audience to establish a strong foothold in this competitive landscape.

Impact:

• Online traffic to the site post re-design increased by 1198% over 3 months from March-June 2023.

• Conversions online increased 394% and inquiries by 800% over 3 months from March-June 2023.

• Implementing insights from user-testing research and SEO analysis resulted in $7000 of increased sales in 3 days in August 2023.

Collaboration:

To kick off the responsive website design process, I held a stakeholder meeting involving a card sorting exercise. This interactive activity proved highly beneficial in clarifying offerings, expanding sections, and prioritizing information. By collectively sorting content cards, stakeholders guided the website’s structure, ensuring a clear presentation of different services and options. This process facilitated discussions on content hierarchy, guaranteeing important details were highlighted, and each page was appropriately expanded upon to meet user needs.

This hands-on approach established a strong groundwork for an organized and user-friendly responsive website design.

Results:

• Consistently the #1 Result for “Postering Vancouver” on Google & Bing.

• The site bounce rate decreased by 80% post-redesign.

• Before the redesign, 95% of the site traffic was direct.  However, following the redesign,  80% of the traffic came to the site organically.