Case Study - Website Rebuild
T-Town Tech
A trust-driven web experience for a local cybersecurity and IT solutions provider
The Background
Before we begin...can everyone see my screen?
UX Research
Information Architecture
Wireframe
Web Design
Web Development
SEO
PROJECT CREDITS
Agency Project
This 2024 project was completed through Sooner Marketing, where I contributed as the Director of Web Experience.
Agency Client
ROLES & RESOURCES
UX Research & Strategy
- Information Architecture Strategy
- User Research
- Competitive Analysis
- Stakeholder Interviews
- Usability Testing
Web Design
- Low-Fi Wireframes
Web Development
- Custom CMS Development
- Web Accessibility
- Mobile Responsiveness
Search Engine Optimization
- Content Optimization
- Performance Optimization
- Redirections & URL Structure
The Results
More Awareness, More Traffic, More Leads
Post-launch, T-Town Tech experienced a boost in qualified leads, longer session durations, and improved search visibility. Users can now navigate with clarity, take action more confidently, and better understand the value T-Town Tech delivers to businesses, consumers, and partners.
SEO Performance 6 Months Post-Launch
The Challenge
Cluttered Content, Unclear Value
Overwhelming & Technical Content
The website was text-heavy, difficult to scan, and filled with technical jargon that discouraged visitors from exploring further
No Clear CTAs or Defined User Flows
The absence of strategically placed CTAs for different audience segments led to high drop-off rates
Lacking Trust & Credibility
Without client testimonials or visual trust signals, the website felt less credible and failed to establish authority and service value
The Solution
Clearer Design, Stronger Conversions
Streamlined Content & Readability
Updated website copy for clarity, balancing technical credibility with approachability for “skim-readers”
Optimized Conversion Paths
Added CTAs like “Get a Free Consultation” and “I Have a Technical Emergency” to serve core user groups
Clear Credibility & Service Value
Added verified customer testimonials, cybersecurity statistics, and clear service benefits to build trust and demonstrate value
The Process
Discovery & Audit
Finding Gaps and Patterns
We conducted a full audit of the existing website, combining analytics data and behavioral patterns to understand where users were getting stuck or dropping off. We also reviewed competitor websites to benchmark content clarity, trust signals, and conversion strategies.
This helped us understand key UX bottlenecks, uncover gaps in messaging, and identify missed SEO opportunities affecting visibility and engagement.
Fear-Based Messaging
Many competitors relied on alarmist language. We used a calm, confident tone to establish trust and keep users engaged
Proven Trust Signals
We introduced testimonials, statistics, and clear CTAs, common tactics among leading websites to build trust and engagement
Credibility Structure
We reorganized content to emphasize value and authority, helping users feel informed and confident in their decisions
Audience & Insight Mapping
Serving Distinct Needs
We studied T-Town Tech’s business goals and aligned them with user data, analytics, and market context to define three core audience segments: Commercial Businesses, Residential Consumers, and Program Partners.
For each group, we identified key motivations, pain points, and content needs to shape messaging, navigation, and CTAs that speak directly to their goals.
Key Considerations
- Overloaded content made the website hard to digest, especially for non-technical users
- Mobile experience was poor, leading to frustration and early exits
- Unclear service categories left users wondering if T-Town was the right fit for their needs
Commercial Businesses
- Seeks proactive cybersecurity solutions to protect sensitive data
- Values clear, no-nonsense explanations of services
- Prefers a trusted, experienced provider
Residential Consumers
- Seeks immediate support for cybersecurity issues or IT troubleshooting
- Values simplified explanations and direct access to help
- Prefers a trusted, experienced provider
Program Partners
- Desires legit avenues to earn additional income through referrals
- Wants to expand and enhance their existing IT solutions
- Prefers supporting local business growth
Content Strategy & Wireframing
Reorganizing for Clarity and Conversion
We restructured the website’s content and navigation to match how users think and search. We removed jargon, reduced cognitive load, and organized content around real-world needs. The new architecture prioritizes service clarity, trust signals, and fast access to support.
We also refined user flows for each of the three core audiences, ensuring clear CTAs and guidance whether someone was seeking emergency help, exploring managed services, or looking to partner.
Client Wish List
- "Can we include a matrix-style animation?"
- "Is it possible to maintain a reference to the Tulsa skyline photo?"
- "How can we make it easier to contact us for emergencies?"
Key Considerations
- Make tech-heavy content more digestible without oversimplifying
- Elevate visuals with Lottie animations or video backgrounds
- Incorporate Tulsa-centric imagery to reflect local roots and boost SEO
- Create clear content paths for businesses, consumers, and partners
Tech-Inspired Visuals
Explored video backgrounds and Lottie animations to create a dynamic feel without overwhelming users
Proven Trust Signals
Integrated the Tulsa skyline photo and researched Tulsa-focused keywords to reinforce community ties and boost local SEO
Credibility Structure
We explored a “I Have a Technical Emergency” button with subtle hover effects to guide users seeking urgent help
Design & Development
Building trust through design
Key Considerations
- Used subtle animations and predictable interactions to keep the experience engaging but professional
- Integrated testimonials and cybersecurity stats to reinforce social proof and establish authority
- Shifted the brand tone to be confident, calm, and solution-oriented
- Designed CTAs to feel low-pressure and helpful, not "salesy"
- Prioritized mobile responsiveness and fast load times to reduce drop-offs on mobile devices
Initial Feedback
- Pivoted to white backgrounds during usability testing to support readability and visual comfort
Optimize & Launch
Performance Gains With Measurable Impact
We launched the new website with targeted SEO improvements for local search visibility. We delivered a strong foundation on a user-friendly CMS to help their team maintain the website and continue growing traffic post-launch.
Performance Metrics (6 Months Post-Launch)
- +128.6% increase in organic search impressions (from 976 → 2,230)
- +20% site performance improvement (faster load times, better UX on mobile)
- Now ranking in top 10 for local cybersecurity keywords
