This is part three in a series entitled, Sneak Peek at a Small Business Redesign Process. Part One featured a Sneak Peek behind a Logo Redesign and Part Two was on a Sneak Peek behind Responsive Design, including an infographic on Responsive Design.
After redesigning the 2nd Look Boutique’s logo and moving towards a responsive design, the next step was to reorganize the website’s sitemap (list of all pages available to the visitor) and navigation (presentation of sitemap to the visitor which they use to navigate from page to page). The old website had 79 pages (!!), although not all were active… most were. Nevertheless, it was clear that some simplification and reorganization would be needed. Here are some questions that you could ask yourself as you assess your own website and whether you need to make some navigation changes…
1. Is it easy for the visitor to get to the information that they need?
Whether you post your sitemap (list of pages) on the site or not, your menu should be simple and your content should be easy to find. We simplified the 2nd Look’s menu by creating a drop-down hierarchy for some pages and by combining some pages (like contact, shop directions, and shop hours, which were combined on “Contact” and also included in the main page footer).
2. Is the navigation consistent from page to page?
The menu should be available on every page and the visitor should be aware on what page they are on. We incorporated banners into the design as headers for different pages to fulfill this purpose and grab the visitor’s attention.
3. Is the visitor compelled to explore the website or do they stop on the front page?
If you use WordPress jetpack stats for your website, you can see how often people visit different pages on your site.
We were pleased that half of the 105 visitors went farther to explore the About Us page. If a small percentage of your visitors are venturing past the main page, you may want to consider designing navigation icons like those that we used to help our audience visualize the content (images and graphics lead to higher click and conversion rates whether you are posting on social media or on your website!)… these days you can expect your audience to scan quickly and leave fast if there are not interesting images and buttons that funnel them deeper into your site.
Tip: If your small business’s website navigation needs some help, consider 1. creating a drop-down hierachy, 2. combining some pages, 3. incorporating header banners, and 4. using custom graphic icons (or even using generic, well-designed icons) to label each page in a grid display.
If you need help doing this or need someone to review your website and make suggestions that will help your audience engage longer with your website’s content, contact me for a free consultation.
This is part one in a series entitled, Sneak Peek at a Small Business Redesign Process. I will post additional posts in this series on Thursdays.
In July, I started working on a rebranding campaign for the 2nd Look Boutique in Fuquay-Varina, NC. The shop mainly sells consignment clothing, toys, and accessories for babies, boys, and girls. It’s located on a quaint, downtown street with other local shops and restaurants. It has been a popular place for locals to make money selling their lightly used children’s items and to find affordable things for their growing children.
Kristen, the new owner (and my sister-in-law!), was interested in launching a new name, a whole new graphic look, and a new website at the end of the summer. We were able to visit her and the store while we were on a trip by east to introduce family to our 3 month old baby. We had a great time and also found lots of great clothes to bring home for our son!
1. The Old Logo
The old logo, which was acquired with the purchase of the store, featured a pair of Owls, one boy and one girl. Since the name of the store was changing, there wasn’t much that we needed to keep, although Kristen did like that the logo communicated that boys and girls clothing was sold in the store.
2. Handwriting Font
Kristen knew she wanted a handwriting font for the logo. Once she chose the new name that she liked– The Glittery Frog (read the story behind the name on their website)— I developed a textual element out of several different handwriting Google fonts (Shadows into Light, Loved by the King, and Calligraffiti, plus some hand-drawn vector embellishments).
3. The Final Additions: the frog, swirlies, sparkles, and a crown
Here are some children’s brand logos that seemed similar to what Kristen had in mind for the store–playful and whimsical images, handwriting fonts, swirlies and shiny elements:
We started exploring some different graphic motifs to pair with the text. Kristen asked for a couple of frog outlines, one wearing a crown and the other donning a tiara. This was my first try:
The frogs started off looking a little too scientific and needed to be more whimsical. I added some eyes for fun but still tried to keep the outlines simple and clean.
We decided to simplify the design to include only one frog and worked on placing the font inside the graphic to make the whole logo more unified and compact. We introduced swirlies and tried different colors for the frogs, crowns, and embellishments. We moved from a lime green to a sage, mossy green and tweaked the color of the font from black to a dark grey, which seemed to complement the pink better.
We both were pleased with the finished logo. Now we just needed a few different final logos for various print, banner, and vinyl applications. Here’s the horizontal version.
4. Graphics for Social Media
Before the launch of the new name was scheduled and the website announced in a newsletter to existing customers, I created a new Facebook cover photo and profile picture for the shop. Here’s the finished Facebook coverphoto:
and the profile pic. We made the frog a little taller to fit better in the square format and left out the text, so that the profile pic is readable whether small or big. The text is displayed on the coverphoto and the name is included in Facebook posts made from the business page account:
We also posted a custom made banner to the store’s existing Facebook page to announce the change:
The new website had almost 300 views on the first day alone… Kristen’s new look, name, and website are off to a great start!
Thanks for reading my blog. If you have a critique or question, please leave it in the comments.