Signet Website Redesign

Signet, a leading provider of hosting and domain services, operated in a highly competitive market where user experience and performance were critical for standing out. Their existing website suffered from a cluttered interface and slow load times, which frustrated users and led to a significant drop in engagement, undermining their position as a trusted provider. The redesign project aimed to transform the website into a user-centric, visually compelling platform that simplified the customer journey, from domain searches to hosting plan purchases. By focusing on speed, accessibility, and a modern aesthetic, the goal was to boost conversions, improve SEO rankings, and reinforce Signet’s reputation as a reliable, user-friendly option for small businesses and enterprise clients alike.

Challenges

Signet’s website faced multiple issues, including a cluttered interface and outdated design that caused a 25% drop in user engagement, as evidenced by analytics data. Load times averaging 4.5 seconds frustrated users and negatively impacted SEO rankings, making it harder to attract organic traffic in a competitive hosting market. Additionally, inconsistent branding across the website eroded trust, as users encountered a disjointed experience that failed to convey Signet’s reliability and professionalism.

Solutions

To tackle these issues, a clean, responsive user interface with streamlined navigation was developed to enhance usability and align with modern design trends. Website performance was optimized, reducing load times to under 1.5 seconds through techniques like code minification and image compression, improving both user satisfaction and SEO outcomes. Interactive features, such as a domain availability checker, were integrated to simplify the customer journey and drive conversions, ensuring a seamless experience across desktop and mobile devices.

Our Approach

• Discovery Phase: Conducted UX research, including user interviews with small business owners and IT managers, to map pain points in the hosting purchase process. Benchmarked competitor websites (e.g., GoDaddy, Namecheap) to identify industry best practices.

• Design & Development: Created wireframes prioritizing intuitive navigation and clear calls-to-action (CTAs). Developed a bold, tech-inspired visual identity with a blue-green color scheme to evoke trust and innovation. Built the site using React for dynamic rendering and integrated SEO best practices.

• Collaboration: Partnered with Signet’s product and customer support teams to align the redesign with their operational workflows. Held bi-weekly sprint reviews to incorporate feedback.

• Testing & Validation: Conducted usability testing with 50 users across desktop and mobile devices, achieving a 90% task completion rate. Performed A/B testing on CTA button designs, resulting in a 15% higher click-through rate for the optimized version.

Key Deliverables

• Fully redesigned, responsive website with modern UI/UX for desktop and mobile.

• Interactive domain search tool and hosting plan configurator.

• Comprehensive digital style guide for consistent branding across web assets.

• SEO and performance optimization package, including lazy loading and schema markup.