Visual design & Branding
Prezly Marketing Website Pages
During my time at Prezly, I led the branding and website efforts, overseeing the constant evolution of our visual style. We aimed to showcase our product prominently on the website, emphasizing its features and benefits to potential clients. Our strategy involved incorporating social proof through client testimonials and examples to build trust and credibility. The website was optimized for conversions, employing persuasive copy and a user-friendly interface to guide visitors seamlessly through the customer journey.
Highlights
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Wire framing and designing
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Overseeing development and QA
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Updating design system components
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Brand management
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Collaboration with the marketing team
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Video editing & image creation
Webinar Emails
Webinar emails were sent out each time we hosted an educational webinar featuring a guest who showcased how they use Prezly and the benefits it offers.
These emails were also used for product webinars hosted by our designers and customer success teams. Each email included a registration button, allowing us to track the number of attendees.
Follow-up emails were sent out periodically to remind our customers of the upcoming event.
Introduction
The Prezly marketing website plays a vital role in selling the product. To drive sales, we need to educate potential buyers on the benefits of Prezly. For this project, I’m working closely with the Marketing team and copywriters.
Problem
The current website design encounters several critical issues that hinder its effectiveness and user experience:
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Focus on Core Features vs. Benefits: The site places too much emphasis on highlighting the product's core features, rather than showcasing the benefits that would resonate more with potential customers. As a result, it struggles to convey the true value of the product.
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Overuse of CTAs: There are too many calls to action which direct users away from the primary goal of the site. This can cause confusion and reduce the likelihood of conversions.
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Lack of Visuals and Product Demos: The absence of engaging visuals and product demos significantly limits users’ ability to understand what they’re purchasing. Without clear visuals, customers are left guessing, which weakens the overall appeal of the product.
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Excessive and Hard-to-Read Copy: The website features an overwhelming amount of text, which can be difficult to read and digest. This makes the browsing experience less enjoyable and can lead to users losing interest quickly.
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Outdated Visuals and Design Elements: The visuals, typography, spacing, colors, and other design components appear outdated, making the site feel less appealing and less aligned with modern design standards.
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Broken Images: Some images either break or fail to load properly.
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Overly Long Pages: Many of the pages are excessively long, leading to users not scrolling down to see all the content. This results in important information being missed and lowers user engagement.
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Ineffective Playful Characters: The use of playful characters, while visually engaging, doesn’t contribute significantly to the brand's success or align with the user’s journey. They fail to add meaningful value or enhance the overall user experience.
In its current state, the website needs significant updates to improve its ability to sell the product effectively, engage users visually, and provide a smooth, enjoyable browsing experience.
Design process
The design process started with brainstorming new concepts for the page’s content and information architecture. I began working on wireframes while the copywriters developed the text. We knew we wanted a strong hero section, featuring a large visual of the product to capture attention.
Next, we focused on highlighting some of our most influential clients as social proof. Key features were integrated into updated, compact components that are easy to scan. We also included case studies and additional social proof from existing clients, leading to a final call-to-action (CTA) at the bottom of the page.
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Final design
The final design introduced a clear visual upgrade, incorporating updated styles that give the page a modern and cohesive look. Navigation was significantly improved, making it easier for users to explore the content with a shorter scroll length. The streamlined design helps users quickly access important information without feeling overwhelmed. Large, impactful visuals were added to showcase the product, offering a clear view of what it looks like and the value it provides, making the benefits more tangible.
This redesign strikes a better balance between text and imagery, enhancing user engagement and making the page easier to digest. By simplifying the layout and focusing on key elements, such as strong visuals and clear product benefits, the page now offers a more intuitive and enjoyable user experience, ultimately improving the overall flow and communication of the product’s value.
Conclusion
Due to limited development resources, we were unable to fully implement interactive visuals, which would have greatly enhanced user engagement and understanding of the product. However, this is a focus for future updates as resources become available.
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We also plan to continually update and refine the copy based on user feedback and performance data. By staying responsive to what users are looking for and how they interact with the content, we aim to ensure the messaging remains clear and compelling.
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It’s important to note that perfection isn’t the goal from the outset—our approach is iterative. We will continue making adjustments as needed to optimize the page over time, prioritizing improvements that will drive better engagement and user satisfaction.