Watercress Financial was looking to improve their user experience across their website with more segmented visual content. They also wanted to increase their SEO, reduce bounce rates, and have a backend to their site that wasn’t restrictive when it came to adding new content.
Watercress Financial Group is a company that offers financing options to home improvement contractors who have clients that need it. If a homeowner is looking to rebuild their kitchen but needs financing, then the contractor can work with Watercress to find custom options that work for their budget.
When Watercress came to Webspec, they had a website that was full of landing pages but had no real direction and actions for users to take. It was also not very user-friendly on the backend to make changes that were beneficial to their business.
The Challenge
Our initial approach was to keep a similar format to their current website, splitting communication for users between contractors and homeowners. However, upon more discussion between the project team and Watercress Financial Group’s leadership, it became clear that they needed more developed content for home improvement contractors and less content for homeowners (as they were not primary users).
Summary of Solutions
- A clear, more distinctive user flow
- Unique CTA’s for the following personas; Watercress Partners, Contractors (Prospective & Existing), and Homeowners
- An added translation plugin to make their site more accessible
- Easy access to Contractor Login Portal
- A customized news page to help increase their on-page SEO
- An easy-to-use backend for future content and website updates
The Before & After
