Driving 40% YoY growth for Dartmouth Partners through the creation and optimisation of their website.
In 2018, Dartmouth Partners recognized the need for a comprehensive web redesign to enhance their online presence, differentiate themselves from competitors, and drive business growth.
As the project lead, my role extended beyond management to encompass vital aspects of the project, including information architecture, copywriting, user research, and testing. This holistic approach aimed to not only revamp the website aesthetically but also to optimise the user experience, ultimately resulting in a remarkable 40% year-on-year business growth.
Why did we build a new website?
Competitive Landscape: Dartmouth Partners operated in a competitive industry, and the existing website failed to convey the unique value proposition of the firm effectively.
User Experience and Conversion Rates: The candidate application flow needed improvement, and the overall user experience required enhancement to increase client conversion rates.
Defined approach, strategic input.
Comprehensive User Research: Conducted thorough user research to understand the needs, preferences, and pain points of both clients and candidates. This research informed decisions throughout the project, ensuring a user-centric design.
Information Architecture Overhaul: Redesigned the information architecture to create an intuitive and seamless navigation experience. The new structure aimed to showcase Dartmouth Partners' diverse services and industry expertise clearly.
Competitor Analysis: Conducted a detailed analysis of competitors within the industry to identify gaps, strengths, and areas of differentiation. This analysis helped in shaping Dartmouth Partners' unique value proposition and informed design decisions to strategically position the firm in the market.
Strategic Copywriting: Crafted compelling and tailored content that effectively communicated Dartmouth Partners' strengths, industry knowledge, and commitment to client and candidate success. The language was refined to resonate with the target audience.
User Testing Iterations: Implemented an iterative user testing process to gather feedback on the evolving design and functionality. This approach allowed for continuous refinement, ensuring the final product met the expectations and needs of the end users.
The final result
For Dartmouth, it was important to balance the ambition of the business to position itself as a consultancy, meaning dedicating the website to client acquisition with the need for data and traffic bought by applicants through job board aggregation like Google Jobs. When designing site information architecture, it was vital that the site catered to both audiences, but prioritised client acquisition and didn’t feel like a candidate-led site. This decision, helped Dartmouth to build a differentiated brand and charge fees higher than key competitors.
Differentiation from Competitors:
The redesigned website effectively communicated Dartmouth Partners' unique value proposition, setting them apart from competitors in the eyes of both clients and candidates.
Enhanced User Experience:
The optimised information architecture and user-centric design significantly improved the overall user experience. The candidate application flow was streamlined, reducing friction and increasing user satisfaction.
Increased Client Conversion:
The strategic combination of improved content, navigation, and user experience contributed to a notable increase in client conversion rates. Clients found it easier to understand Dartmouth Partners' offerings and were more inclined to engage with the firm.
Business Growth:
The 40% year-on-year business growth attested to the success of the web redesign project. Dartmouth Partners capitalized on the enhanced online presence to attract a broader audience, leading to increased client engagements and successful candidate placements.
