Generating the Blueprint
By performing an initial digital audit of SEMA Construction that included audience, traffic, and search analyses, Greystone identified a formal set of strategic recommendations to drive web design and development. Because nearly one third of their site traffic came via mobile devices, we needed to create a mobile responsive site that loaded quickly. We saw the greatest opportunity in improving site optimization and the overall user experience. We knew SEMA had great content, but we wanted the user to experience it quickly and easily right off the bat.
To improve the user experience we restructured all website content, including a simplified site map and navigation menu. For example, we took a comprehensive approach to clarify their confusing “Contact Us” page, which listed all physical SEMA locations around the country. As our web team worked to redesign the page with an interactive map, our digital marketing team updated and synced all of SEMA’s online local listings by manually verifying each physical location. That way, when the site relaunched, the information found on the “Contact Us” page site was completely aligned with Google’s local search listings. These changes, along with their redesigned webpage, improved the site’s ease of use.