CLAAS Harvest Centre

Overview

The Objective

Landpower engaged Hum to review their existing CLAAS Harvest Centre website. The website needed a design refresh and user experience optimisation specifically around navigation, mobile usability, marketing campaign landing pages and machinery product sections. The primary objective of the website update was to increase lead generation through improved usability, reduction in user friction, improved mobile design, and prioritised SEO content which tied into a separate SEM campaign.

The Solution

Following our design process, we first created a wireframe to demonstrate our proposed navigation restructure and the content and layout changes to all of the main landing pages such as the home page, product detail, dealership and campaign landing pages. Our UX designer then designed the new look and feel in Sketch and created a design prototype in inVision to demonstrate the updated website to the client. Our content team reviewed all of the current product content and wrote new sales messages and headlines. We managed the product content migration from another website to the content management system and edited the copy. We also implemented search engine optimisation strategies as part of a larger programme of work. Our client has seen excellent gains in Google page rankings, lead generation, campaign conversation rates and Google performance and structure scores. To view the CLAAS Harvest Centre website, click here.