Client: Prorize
Project Scope: Comprehensive website redesign with content restructuring and lead generation optimization
Timeline: 4 months
Roles and Responsibilities: Web Developer, UX/UI Designer, Content Strategist

Background

Prorize is a leader in price optimization solutions, offering clients in various industries cutting-edge technology to drive profitability through data-driven pricing. As the company grew, it needed a website that showcased its industry expertise, communicated its value propositions effectively, and enhanced lead generation.

Challenges

1. Outdated Aesthetic and Brand Positioning: The previous website did not effectively reflect Prorize’s innovative, data-centric approach.
2. Limited Content Organization and SEO: Key industry insights, case studies, and blog posts were not well-organized, limiting their discoverability.
3. Ineffective Lead Generation: The site lacked clear pathways for users to convert, reducing the number of qualified leads.

Objectives

1. Redesign the website with a modern, professional aesthetic to better reflect Prorize’s expertise.
2. Enhance content structure and SEO to increase visibility for relevant search terms.
3. Improve lead generation by creating clear CTAs and optimized landing pages.

Process

1. Design and Development

• Conducted an in-depth design audit and competitive analysis to create a clean, user-friendly interface that aligns with Prorize’s data-focused brand.
• Developed wireframes and mockups emphasizing intuitive navigation, with separate sections for solutions, case studies, and blog content.
• Built a responsive site architecture to ensure consistent experiences across devices.

2. Content Strategy and SEO

• Reorganized content into distinct sections for better usability and search visibility, creating dedicated pages for industry solutions, customer success stories, and pricing insights.
• Conducted keyword research to identify high-value keywords, incorporating them into key pages and blog posts to drive organic traffic.
• Enhanced case studies with visual data representations to emphasize results, building credibility with prospective clients.

3. Lead Generation Optimization

• Developed a clear conversion funnel with strategically placed calls-to-action (CTAs) and lead capture forms on high-traffic pages.
• Created targeted landing pages for specific services, with A/B testing on messaging and visuals to maximize conversion rates.
• Integrated an automated email capture and follow-up system, guiding users through an informative lead nurturing sequence.

Outcome

1. Modernized Brand Presence

• The redesign resulted in a visually appealing, user-centered website, establishing Prorize as a forward-thinking, industry leader in pricing optimization.
• Users responded positively to the design changes, reflected by a 35% increase in average session duration and a 40% drop in bounce rate.

2. Improved Content Accessibility and SEO

• Content reorganization and SEO enhancements led to a 60% boost in organic search traffic within the first three months.
• The revamped blog and case study sections drove a 25% increase in returning visitors, establishing Prorize as a go-to resource for pricing insights.

3. Boosted Lead Generation

• With optimized landing pages and clear CTAs, the conversion rate improved by 45%, with an increase in qualified leads from industry-specific landing pages.
• The email follow-up sequence fostered stronger relationships with potential clients, reflected in a 30% increase in scheduled consultations.

Conclusion

The Prorize website redesign project successfully transformed the company’s online presence, creating a strategic platform that communicated their expertise while optimizing lead generation. By enhancing content visibility, user engagement, and conversion pathways, Prorize is now better positioned to attract and retain high-value clients.