Home Page Redesign
The Problem: Our product shifted, our homepage hadn’t.
Our homepage was outdated. The purpose of it at the time of its design was to attract homeowners into funding their next home improvement project, educate them on financing, as well as present blog posts about financing decisions.
Over the last couple months, the startup completed a transformation, revamping the product, and reevaluating its goals. Now Hearth is a sales tool for contractors and so we needed a redesign that would speak to them as well.
The Customer
It was important to keep in mind that two types of customers, homeowners and contractors, would view this home page. The main challenge was to evaluate what information would be valuable for both audiences and what CTAs would prompt them to further explore Hearth. We wanted to get them on our high conversion landing pages.
The Design
One of the biggest problems with the older homepage was that it had too many journeys to distract the customer. The homepage was overwhelming a low intent customer who may have just stumbled on the page. The first goal was to strip the homepage down to the bare minimum content it needed.
I noted to primary purposes of the homepage. After speaking with Marketing, the homepage needed to get either homeowner or contractor to their respective landing pages. It needed to be mission driven and educational.
After doing some customer research I found that a lot of our customers valued trust above all and so catering the language on the page to prove that we were on our customers’ sides was another major goal. With that in mind, I added three sections, all of which were focused on our credibility. First, a list of various news accreditations, to show our customers that we are valued in the home improvement sector, second a section explaining our technology’s intentions with trust instilling photography, and finally customer testimonials to validate the product’s ability.
Lastly, I wanted to think creatively about how I could show the vast variety of home improvement projects our financing caters to. The goal was the keep this home page short and sweet and so I didn’t want to add another section.
I decided to design a sliding header where different projects such as HVAC, kitchen, bathroom, etc would file in and the respective image would change to match it. Being able to show rather than tell came in handy for this redesign.