John Timby is a carpenter with decades of experience in remodels and custom cabinetry. He has most recently been a preferred contractor with Home Depot. He approached me with the motivation to work independently, but didn’t know how to focus his efforts. We knew a new website would be the cornerstone of his marketing, but he needed a plan for how to use it. I suggested we let his clients inform the strategy and I guided the process to discover that strategy using user research methods.
How might we gain the trust of new clients without offering Free Estimates?
Competitive Benchmark/Landscape Study, User Survey and Interviews, Stakeholder Interview, Proto Personas, Customer Journeys, Requirements Gathering, Moodboard, Sketching, Design Comps, Protoype, User Testing, Content Strategy
Illustrator, Photoshop, Sketch, Pages, Numbers, Stickie Notes and Markers, WordPress, HTML & CSS
Brand Design & Strategy, UX Research and Strategy, Web Design & Development, Content Strategy, Project Management
John Timby, Mary Timby
The Value Proposition
A Competitive Landscape Study showed some common elements among competitor websites: a gallery of work, Free Estimate calls-to-action and claims of experience and quality. Surveys and Interviews with past and potential clients confirmed much of this to be important, but also that quality and honesty were more valued than price. A Stakeholder Interview with owner John Timby confirmed that this aligns with his values and how he does business. Integrity, honesty and quality is his Value Proposition and he delivers this as a customer advocate, treating each project like it is his own home.
Delivering the Brand
The content Strategy is still evolving, but here is a summary:
Instead of the 30 minutes the typical contractor spends collecting project scope and measurements, John spends up to 4 or 5 hours with the client on the first home visit, listening to their goals and getting all the details right from the start. We think this big value is worth some compensation, so he does not offer quick and dirty Free Estimates.
We will drive visitors to the Process page and use the steps there to inform and educate the visitor in inviting, short summaries of each step. We will offer Pro tips throughout that will get the visitor prepared for their project.
Using each project as a case study, we will collect photos, details of the project and a client testimonial for use on social media and in the Latest Work section of the new site. We will offer Pro tips here as well.
Circling Back With the Users
In the months after launch, we will be conducting user testing to gain insight on some questions like:
Can visitors find what they are looking for?
Are there any holes in the info architecture?
How might we improve the sites for specific audiences?
We will do some A/B testing on Calls-to-action and iterate on these to match other marketing efforts.
We will also look at analytics to see where the visitors spend their time and measure to be determined KPIs.