Carbone has a truly vast range of entertainment offerings, from airbrush artists to sword swallowers to impersonators to fire breathers. They had plenty of content, but weren’t sure how to organize it in a way that was easy for users to quickly find the entertainment they wanted.
Given the sheer number of services, we initially began brainstorming ideas around layered categories. We quickly realized, however, that this would mean far too many clicks before the visitors could get to the information.
We placed everything in one view, with filters for activity type, with a dedicated page for each activity. These pages are the core of the Carbone site – each one offers multiple images, FAQs (you get a lot of interesting questions when people hire you for sword swallowing!), a testimonial and a lead generation form.
Thinking Like a Customer
And we didn’t stop there. Putting ourselves in the shoes of the visitor, we felt the sheer number of services would be overwhelming. We created separate Events and Themes sections that grouped offerings accordingly, allowing visitors to quickly find activities that are relevant to the event they’re planning. Later we combined these into a single Ideas section to make it even simpler for visitors to get the info they need.
Quick Access to Information
The more quickly users can access the information they’re looking for, the more likely they are to be interested once they find it. We tied our section strategies together in the homepage design, showing photos to grab attention and focused calls-to-action that offer three options for visitors to find the service they’re looking for.
Our strategy is paying off for the client: The site has a stunning 3.05% bounce rate, meaning that out of every 100 visitors, 97 of them engage with the site.
John and Crosshatch Creative were an absolute pleasure to work with when re-creating our company’s website. The Crosshatch team facilitated in depth discussions of our objectives, listened intently to our thoughts, advised us accordingly, and produced a product that has not only driven business but is also a breeze to maintain. John truly cares about the success of our company and our marketing efforts. I would highly recommend Crosshatch Creative to friends, family, (and everyone) looking to improve their spot on the internet.
– Ryan Mercer, CFO