LET'S TALK
User Persona: Mark Reynolds – The Busy General Contractor
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Age: 42
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Location: Savannah, GA
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Occupation: General Contractor & Business Owner
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Company Size: 10-50 employees
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Experience: 15+ years in the construction industry
Goals & Needs
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Quickly find reliable subcontractors for upcoming projects
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Access past project examples to verify credibility
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Get a fast response when requesting quotes
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Easily navigate a website on mobile devices while on-site
Pain Points
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Frustration with slow or hard-to-navigate websites
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Doesn’t have time to hunt for project details
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Needs clear service descriptions without industry jargon
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Avoids businesses that don’t respond quickly to inquiries
Scenario
Mark is on-site managing a commercial construction project when he realizes he needs a subcontractor for infrastructure work. He quickly searches for Savannah Contracting Group on his phone. Within seconds, he lands on a clear, professional website, finds their past projects, and clicks a "Request a Quote" button—all without wasting time.
Savannah Contracting Group
The Background
Savannah Contracting Group (SCG) is a well-established construction company specializing in government, residential, and commercial projects. While their expertise and portfolio showcase high-quality work, their outdated website fails to effectively communicate their capabilities, engage potential clients, or generate leads efficiently. Users, including general contractors, homeowners, and government agencies, struggle to find relevant information due to poor navigation, slow load times, and a lack of clear service descriptions. With increasing competition in the construction industry, SCG needs a modern, user-friendly website that enhances credibility, improves user experience, and drives conversions.
Problem Statement
SCG’s existing website is outdated, difficult to navigate, and lacks clear calls to action, leading to low user engagement and lost business opportunities. Potential clients, particularly busy general contractors and homeowners, struggle to find the information they need quickly. Additionally, the absence of an intuitive mobile-friendly design limits accessibility for users on job sites. Without a strong online presence, SCG risks losing potential leads to competitors with more optimized digital experiences.
Solution
To address these challenges, SCG will undergo a full website redesign focused on enhanced usability, mobile responsiveness, and conversion-driven design. The new website will feature:
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Clear navigation & service pages tailored to different user needs.
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A high-quality project portfolio showcasing past work with images and case studies.
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Fast-loading, mobile-optimized pages for easy access on-site.
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Strong call-to-action (CTA) buttons to drive inquiries and lead generation.
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SEO-friendly content to improve search rankings and attract organic traffic.
By implementing these improvements, the new SCG website will enhance credibility, streamline user experience, and increase conversion rates, positioning the company as a top choice for construction projects in the region.
Redesigning Savannah Contracting Group’s Website for a Better User Experience
Empathize
To design an effective website, I first identified the primary users and their needs:
Government Agencies need credibility, compliance info, and past projects.
Homeowners seek visual inspiration, clear service details, and easy contact options.
Developers & Contractors want technical specs, partnership opportunities, and service breakdowns.
Pain Points with the Existing Website
Outdated design that doesn’t reflect SCG’s professionalism.
Lack of clear navigation, making it difficult to find project information.
No strong call-to-action (CTA) for lead generation.
Poor mobile responsiveness, causing frustration on phones and tablets.
Define
The Core Problem Savannah Contracting Group needs a modern, user-friendly, and conversion-driven website that:
Showcases credibility through past projects and testimonials.
Provides clear service offerings tailored to different audiences.
Encourages direct inquiries to increase lead generation.
Performs well on all devices for a seamless user experience.
Planning the Website Features
Based on user research, I developed key website improvements:
Homepage with Clear Messaging & Visual Appeal
A bold headline emphasizing SCG’s expertise.
A hero image or video showcasing past projects.
A strong CTA button (“Get a Free Consultation”).
Dedicated Service Pages for each audience
Separate sections for Government, Residential, and Commercial services.
Easy Contact & Quote Request System
Simple contact form (minimal fields).
Click-to-call button for mobile users.
Performance Optimization
Fast-loading pages to reduce bounce rates.
Mobile-friendly design for accessibility.
SEO-focused content to improve search rankings.
Ideate
Prototype
Website Wireframes & Mockups
I created an initial low-fidelity wireframe, followed by a high-fidelity interactive prototype, including:
A sticky navigation bar for easy access to key sections.
A grid-based layout for a professional look.
Trust signals (certifications, client testimonials).
Testing
I conducted user testing with sample clients and stakeholders. Feedback led to:
Simplified Navigation reduced menu items for clarity.
Bigger CTA Buttons improved conversion rate on mobile.
Enhanced Project Page Layout
Results After Launch
35% increase in inquiries via the contact form.
Bounce rate dropped by 25%, thanks to better UX.
Faster load times, improving overall engagement.
Conclusion
Through the design thinking process, I transformed Savannah Contracting Group’s website into a modern, client-focused platform that enhances trust, improves lead generation, and delivers an intuitive experience across all devices.