Context & Goal
AWTG – an end-to-end service provider for the telecommunications market from the United Kingdom – intended to have a more efficient website, with a good user interface, that is optimized for search engines, and, to achieve that, the development, design and marketing teams were all involved.
AWTG already had a website but it was flawed in some design, communication, user performance and performance aspects. Diamond proceeded to analyse the website in a more intensive way, in order to find everything that could be improved and therefore could lead to the innovative and technologically advanced website we intended to deliver.
Website analysis done, we went ahead and started rethinking the website and how we could make it visually appealing, easy to navigate and optimized for performance. In other words, a website that tells the users a story and is efficient and optimized for search engines.
In terms of design, the team proposed wireframes and a base design that would reflect the brand and its message, as well as the redesign of relevant pages.
As said before, SEO was also a concern and the following tasks helped improve it:
• Information architecture improvements, to help users navigate the website smoothly without feeling lost or overwhelmed with all the information available.
• Image compression, so that the website would load faster, avoiding users leaving the website due to long loading periods.
• Resource minification and grouping, for improved speed.
• YOAST setup, a wordpress plugin that helps optimise the content, image alternatives, meta descriptions and more, and has many optimisation options.
As for the content, it was revised to amend any misspelling that could exist and optimised for relevant keywords, in order for it to be more relevant for users and optimised for search engines. URLs and meta descriptions were improved and, in some cases, created, since not every page had descriptions.
Curious about the final product? You can visit it here!