Project Overview

The primary objective of the Urban Future website rebuild was to address critical issues from the previous website, which failed to drive conversions and meet expectations.

Urban Future, specialising in Energy Efficiency for Australian homes, needed to drive sales of core products, including Heat Pump Hot Water Systems, Solar Hot Water Systems, and Solar Battery Systems.

The existing site had numerous functionality and design problems, particularly on mobile devices. Our solution was a full website rebuild and expansion to create a professional, high-performing site that enhances user experience and drives conversions.

Key Issues Addressed

• Poor Mobile Functionality: The existing site did not function well on mobile devices.
• Header Loading Issues: The home header did not load correctly.
• Mobile Menu Design: The mobile menu was poorly designed and difficult to read.
• Unprofessional Appearance: The site did not look as professional as needed.
• Form Errors: All forms displayed errors on load, particularly with validating email addresses.
• Ineffective Landing Pages: Landing pages did not effectively sell the products.
• Instagram Widget Issues: The Instagram widget did not function, loading an error instead.
• Individual Page Builds: Pages were built individually rather than by service and product types, complicating management and updates.
• Duplicate Website Copy: The website copy appeared to be a clone of sister company Solar Oak, which negatively impacted SEO.
• Critical Updates Needed: The site had 16 critical updates, including one high-risk vulnerability.
• User Unfriendly Builder: The site was built with Bakery Builder, known for its lack of user-friendliness.

Key Components of the Rebuild

Refreshed Look and Feel

Design Update: Implemented a modern, professional design to enhance the brand’s image and appeal to the target audience.

User Experience (UX): Enhanced navigation and user interface to ensure ease of use, with a focus on mobile responsiveness and accessibility.

Revised Website Copy

Tone and Language: Created unique, engaging copy that reflects Urban Future’s brand voice and expertise, avoiding any duplication with other sites.

Products and Services: Clearly articulated product offerings with detailed descriptions and benefits to guide customers in their purchasing decisions.

Full SEO Optimisation

Keyword Strategy: Implemented a comprehensive SEO strategy focused on relevant keywords. This includes on-page SEO for content, meta descriptions, alt tags, and technical SEO to improve site speed and indexing.

Local SEO: Enhanced local SEO efforts to target geographic areas where potential customers are concentrated, driving more local traffic to the site.

Technical Enhancements

Performance Improvements: Optimised the website for speed and performance, reducing load times and improving the user experience.

Security Measures: Addressed all critical updates and vulnerabilities, implementing robust security protocols to protect customer information and enhance trust in the Urban Future brand.

Improved Form Functionality: Fixed all form errors to ensure seamless user interactions and data capture.

E-commerce and Conversion Improvements

Landing Page Optimisation: Redesigned landing pages to better showcase products and drive conversions, using best practices to highlight features and benefits.

Enhanced Integration: Fixed and optimised the website integrations to ensure they function correctly and add value to the user experience.

Hosting and Maintenance

The Urban Future site was then moved over to Hosting through DeCODE which helped deliver:

• High Performance: Our hosting ensures fast load times and reliable performance, which are crucial for user experience and SEO.
• Security: We provide robust security measures to protect your website from threats and vulnerabilities.
• Regular Updates: We handle all necessary updates and maintenance to keep your site running smoothly.
• Experienced Support: Our team is available to assist with any issues or questions you may have.

For more information on our hosting and maintenance services, visit DeCODE Digital Hosting and Maintenance.

Conclusion

The Urban Future website rebuild addressed numerous critical issues, transforming the site into a professional, high-performing platform that enhances user experience and drives conversions.

By updating the design, fixing functionality issues, implementing SEO best practices, and providing robust hosting and maintenance, Urban Future is now well-positioned to achieve its business goals and improve its online presence.