Swedish Institute Website Redesign Project
KELLYBRADY has supported Swedish Institute of Healthcare Science’s web development, marketing, and advertising efforts since 2018. We used data from behavioral analysis of the lead generation funnel to inform the new website design.
Swedish budgeted for a new website in 2024 because their prior website was 5 years old. It required a technical and design update to address the recent shifts in how search engines respond to changing user behavior.
Fortunately, we had a ramp-up period leading to a new fiscal year. This time enabled us to test several landing page designs intended to inform the redesign. We used experiments and A/B testing different button treatments, form placements, and content. This testing gave us valuable information that led to an optimal new website design.
Design
The first place to start with all design projects is to clearly identify the client’s ultimate goals and the overarching purpose. The website’s primary focus is to educate users about program offerings and enrollment/student support. We used design elements to lead users through the site and present easy, frequent opportunities to fill out a form or call and become a lead.
With that in mind, we used what we learned from the lead-up testing and placed important content above the fold and next to the form. Each layout leads the eye through the page by alternating heavy blocks paired with information. The overall design creates a natural flow through the important content.
We created animation and various interactions to refocus attention and extend scroll depth and time spent on the website. We designed the headlines throughout the site to mimic the vertical line in the logo; on the desktop, they scroll right into the logo. We used the brand-specific yellow to highlight buttons and their interactions, ensuring the color palette aligned with brand guidelines and ADA accessibility standards.
Development
The Swedish Institute website was one of our most complex projects. It featured extensive custom coding and integrations with various CRMs. The standout elements include a dynamic, animated timeline on the history page. We used custom JavaScript, CSS, and interactive flipping cards on the homepage.
With its sophisticated design and seamless functionality, this site showcases the perfect blend of creativity and technical precision.
Results
After the new site launch, website traffic improved by 84%. New users improved by 60%; leads increased by 26%. These results were excellent compared to prior years when the YoY results had been much closer to flat.
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