Revitalized Website Engagement For A Software Company
Summary
The DECADE Golf website redesign project involved updating an outdated site to enhance user experience and drive conversions. The project focused on modernizing the site with a SaaS-inspired theme, improving navigation, optimizing call-to-actions, and merging personal and business websites while preserving their aesthetic consistency. This project demonstrates the power of strategic design in aligning user experience with business goals.
Project Overview
The Client
DECADE Golf, spearheaded by Scott Fawcett, revolutionizes golf strategy through the DECADE Course Management System. By integrating shot distribution patterns and PGA Tour scoring statistics, Scott has created a powerful tool that simplifies target selection. Widely embraced by professional, college, junior, and recreational golfers, DECADE Golf is at the forefront of optimizing golf strategies.
The Challenge
Scott Fawcett approached me seeking an update to DECADE Golfโs existing website, which had been in use for nearly five years. While functional, Scott believed it could be improved, citing outdated images, styles, and a lack of clear call-to-actions. A unique challenge involved merging two websites (personal and business) while maintaining identical design aesthetics but keeping them functionally separate.
The primary focus was on enhancing user experience and addressing the key issue of creating a clear user path to boost conversions.
The Solution
My strategy aimed for a modern and streamlined website with a Software as a Service (SaaS) business theme. The site underwent significant changes, including:
- Addition of a dedicated “About” page: Improved storytelling and brand identity.
- Enhanced user flow: Simplified navigation paths to guide users effectively.
- Optimized call-to-actions: Strategically placed elements to encourage engagement and purchases.
- Reimagined purchasing page: Completely rebuilt to prioritize conversion, making it intuitive and visually engaging.
This redesign also included merging Scottโs personal and business sites while ensuring identical design aesthetics, meeting the client’s unique requirements.
The Results
The revitalized DECADE Golf website achieved its goal of modernity and simplicity, resonating with the SAAS business theme. The added about page, improved user flow, and optimized call-to-actions contributed to a significantly enhanced user experience.
The star of the transformation was the reimagined purchasing page, which focused on informing the potential user to increase conversions.
Video Demo
Testimonial
“Carter possesses a unique blend of intellect, creativity, and leadership that sets him apart. His ability to think critically, approach challenges with a positive mindset, and adapt to new environments has been evident in every task he undertakes. Whether leading discussions on his podcast, collaborating on strategic initiatives, or engaging with team members, Carter consistently exhibits effective communication skills and a genuine passion for fostering positive working relationships.
One of Carter’s notable strengths lies in his leadership ability. He has a natural talent for inspiring and motivating those around him. His collaborative approach and effective communication style contribute to a positive working environment and have been instrumental in the success of various projects.
Beyond leadership, Carter’s exceptional soft skills are evident in his ability to empathize and connect with others. He brings a level of compassion and approachability that fosters camaraderie within the team. This, coupled with his strong interpersonal skills, makes him a valuable asset in any professional or academic setting.
Carter’s commitment to personal and professional growth is commendable. As a student, he demonstrates a thirst for knowledge and a proactive approach to acquiring new skills. His versatility, from contributing to web design projects to hosting engaging podcasts, showcases his eagerness to explore diverse interests.”
-Scott Fawcett, Founder