WordPress website redesign improves SEO & accessibility
This case study showcases how BrightRidge, a utility company, overhauled its website for improved functionality, customer engagement, and content administration.
The challenge
BrightRidge needed a complete redesign of their custom-built website to streamline internal workflows and address evolving customer needs. Their existing site was outdated, difficult to manage, and lacked modern SEO and accessibility practices, making it challenging for the marketing and IT teams to maintain and update content efficiently. The company also desired a deeper understanding of both commercial and residential customers in their region.
Our approach
We conducted internal stakeholder interviews with the marketing, customer service, and IT teams to identify pain points and understand their specific needs. Using insights from these interviews, we created a customer survey, which was distributed to over 45,000 BrightRidge active customers. The survey results provided critical qualitative and quantitative data, enabling us to develop detailed customer segments and personas.
Through the analysis of survey data, we created targeted customer personas and journey maps that informed the website’s structure and content strategy, allowing the site to provide a tailored experience for different user groups.
We focused the design of their custom website on improved usability, flexibility, and accessibility. We implemented a fresh theme, custom widgets, and templates using WordPress. These elements gave BrightRidge the tools to easily manage their site content through the platform admin, making updates seamless for their marketing team without IT intervention. Additionally, we implemented WordPress website design services that followed SEO best practices, ensuring the site would rank well on search engines. We also prioritized accessibility, incorporating features to help the client pursue WCAG 2.0 guidelines.
Final results
The redesigned BrightRidge website is modern and fully responsive. It meets the needs of internal stakeholders, commercial users, and residential users. The marketing team now enjoys a flexible and user-friendly site that allows for efficient content management. The IT team benefits from improved security, site performance, and the freeing up of IT resources as the marketing team can better self-manage the site. The customer segmentation and personas informed the site’s structure, leading to a more personalized and intuitive user experience.
Additionally, SEO best practices have led to increased site visibility and improved organic search rankings, driving more traffic to the site. The site’s accessibility features ensure that it is usable for all users, including those with disabilities. With this WordPress website design, BrightRidge now has a robust digital presence that aligns with their brand and efficiently serves their community.
By the numbers
Top 3%
of the most inclusive and accessible websites globally
4,800+
ranking organic keywords
11.4%
survey response rate
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