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What’s the cure for an ailing website? I prescribe WordPress and WooCommerce for online success, paired with a healthy dose of good form and function. Sites I design regularly show increases in quality traffic and conversions of over 150%. Look over my body of work and enjoy.

The URL Dr.Portfolio of Websites

By Kim Merritt-ButlerUI, UX Web Designer Specializing in E-commerce & Conversion

TheURLdr.com | online portfolio: theurldr.com/client-case-studies | kimbutler@theurldr.com | 814-243-3023

My Design ProcessI believe that a web designer needs to understand the product or service that a client’s company sells, the industry they do business in, and who the customer is, to truly create a website that is going to convert. Whether the conversion metric is a sale, a lead generation form being filled out, a donation being made, or an appointment being scheduled, the designer(s) involved must have a deep understanding of the client’s business for the resulting website to positively impact the client’s bottom line.

Two years ago, I developed a program that I use to teach small businesses how to effectively plan and execute a website launch or redesign project. It is the process I use to design my client’s websites. The “Small Business Planning for Website Success Workshop” is available as a course in The Small Business Academy and has a corresponding workbook shown below.

I work almost exclusively in WordPress and WooCommerce. I utilize one main theme in my projects, with a customized child theme, “Amplify Loud,” I created. I feel this theme/child theme combination is the easiest web environment for clients to manage, after their website has been launched. I provide online training in this theme.

The following briefly describes the flow of the course and the steps I use when executing a website project:

Phase 1 consists of research. I get to know the client’s industry, their company, their competitors, and their customers through a series of questions asked to the client. If the client has a unique selling proposition (USP) and a brand already established, we review those and discuss how the client sees those things within the scope of their website. If the client doesn’t have these, we create them.

Phase 2 is where the website planning process begins. I review with the client what current content exists and what may be used on the new site through a content audit. Then a content development plan is written. I conduct a keyword research project. A series of user scenarios and potential user paths through the site are created, helps with the development of a sitemap and the wireframe. Once the pages of the site have been established, I create a keyword strategy, refine content, and develop title tags and meta descriptions.

Phase 3 consists of designing and building out the website. I determine how many different page styles the site will need (i.e. landing pages, interior content, category, product) and execute those designs. From each of those original page designs, a WordPress template is made to quickly and easily recreate the actual pages for content and images to be added. The menu and interior linking structure is developed along with the pages of the site. My sites are created in a password protected development area that the client can access, to watch and comment on the progress.

Phase 4 consists of creating and adding the graphics and visual imagery to the pages, as well as the actual content. Any special functionality is added at this time (i.e. subscription, membership, e-commerce, e-learning, etc.).

Phase 5 is where the site is tested and launched. After testing is completed, the client is invited to do a walkthrough and make comments on any final changes before the launch. I offer my company’s repacked Flywheel hosting services to clients, but they are free to host their websites with any company. Once the client gives the thumbs up, the website is made live.

I launched Good Dog as a simple blog. A content marketing campaign was launched to build brand awareness and an email list, prior to the product launch. I built an affiliate marketing program, wholesale/partner program, subscription products with an online e-learning system, integrated email system with MailChimp, and lead gen with Optinmonster in WordPress.

Objectives: •  Build brand awareness •  Develop a partner network of vets, shelters, trainers •  Create a physical subscription box that was paired with an online training subscription •  Build a targeted email list and fan base

Project Highlights: •  I built an affiliate marketing program w/150+ partners •  I added 20,000 names to the email list in 6 months •  I increased email signups by 58% with lead gen popups •  I designed a share & earn free product functionality •  I created an online e-learning platform with 50+ videos

E-commerce Launch: GoodDogInABox.com

I started by helping the client regain control of his company’s domains. I consolidated two websites into one WordPress site. I created online portfolios of the company’s custom houses, integrated with lead gen forms and Constant Contact, that brought in over $1.2M in sales in the first twelve months.

Objectives: •  Regain control of the company’s domain names •  Integrate website and blog into one platform •  Increase search engine rankings and traffic •  Design an online image gallery of their homes •  Make site more user friendly and easier to navigate

Project Highlights: •  I conducted an extensive keyword research project •  I merged two sites they were managing into one •  I integrated lead generation forms w/Constant Contact •  I moved the site to my premiere WP managed hosting •  I created a user friendly portfolio of their work

Website Redesign: OldDominionBuildingGroup.com

The MyTropolis redesign focused on the user experience. The previous website was difficult to navigate and it was not SEO optimized. I wanted to let the wonderful photography that the company had, be the focal point of every page. Visual design was the overwhelming priority of the company owner and I followed his request for a portfolio site vs. a selling site.

Objectives: •  Improve site usability for visitors •  Increase search engine rankings and traffic •  Incorporate residential & commercial information •  Implement a fully responsive design •  Increase brand recognition and update rooms on site

Project Highlights: •  I conducted an extensive keyword research project •  I utilized design ideas from the client to customize a WordPress template that met visitor usability needs •  I rewrote and optimized all the site content •  I moved the site to my premiere WP managed hosting

Website Redesign: MyTropolis.com

Xgility wanted to focus on their growing commercial division, while highlighting government contracts for credibility. I kept designs and site functionality within the scope of being easily managed in-house, after the new site went live. SEO optimization moved Xgility to #1 Google search rankings for every keyword they tracked. Inbounds leads rose substantially.

Objectives: •  Dramatically improve SEO performance & site traffic •  Implement fully responsive design •  Provide web platform that employees could manage •  Build out B2B market from government contracting •  Create a more intuitive experience for visitors

Project Highlights: •  I conducted a keyword & industry research project •  I optimized provided graphics & content •  I integrated lead generation forms w/Constant Contact •  I moved the site to my premiere WP managed hosting •  I provided WordPress training to key personnel

B2B Website Redesign: Xgility.com

For the launch of the Hydrant App, I designed a series of e-commerce landing pages built in WooCommerce and WordPress to use in pay-per-click campaigns. The company had a full website, but wanted separate selling pages that could be easily launched and changed. The app required collection of the dog’s name and breed, which was integrated with Gravity Forms.

Objectives: •  Design a templated landing page that is was to copy •  Create pages completely separate of current website •  Include e-commerce with subscription functionality •  Build brand recognition and link to animal shelters •  Build pages in WordPress and WooCommerce

Project Highlights: •  I built the pages in WooCommerce with Subscriptions and Authorize.net extensions •  I used custom built Gravity Forms to collect dog’s breed •  Numerous pages were built to target very specific markets

E-commerce Landing Pages: MyBuddysPlace.dog

Launching March 2017 mybuddysplaceapp.flywheelsites.com (user: flywheel password: mybuddy)