In 2023, Well Done Marketing underwent a comprehensive rebrand and website redesign, embracing a bold, human-centered identity that celebrated individuality while staying true to the agency’s core values. While the foundational brand strategy and direction were developed by the agency’s internal branding team, I was responsible for applying and refining key brand elements across the digital experience—focusing on UX/UI design, motion graphics, and illustration to bring the new identity to life.
Challenge
Following the rebrand, Well Done Marketing set a major goal for the year: increasing brand awareness and driving qualified business leads. However, Q1 web analytics revealed a downward trend in site traffic. While the company ranked well for branded search terms (e.g., “Well Done Marketing”), it struggled to gain visibility for non-branded keywords (e.g., “marketing agencies in Indianapolis”). Additionally, lead forms were attracting spam or irrelevant inquiries rather than potential clients.
Strategy
To address these issues, we took a data-driven approach to optimize the site:
SEO-Driven Copywriting: We refined website content with strategic keyword integration to improve search engine rankings while maintaining Well Done’s distinctive brand voice.
User Experience Enhancements: The design team restructured the site’s layout and flow to create a seamless user journey.
Conversion-Focused Digital Strategy: Adjustments were made to improve lead quality and engagement, ensuring the site attracted the right audience.
Custom WordPress Development: New blocks and functionality were built to support the updated content and enhance site performance.
My Role & Approach
I worked closely with the digital strategy and development teams to ensure that the UX/UI design, motion graphics, and brand illustrations aligned with both user experience best practices and the newly established brand identity. My contributions included:
User Experience
Designed intuitive UI layouts to create a seamless and engaging user journey.
Integrated brand elements and interactive visuals to enhance storytelling and improve navigation.
Motion Graphics & Illustration
Created custom brand icon animations and motion graphics, introducing dynamic elements that elevated engagement and reinforced brand identity.
Designed an animated brand message word wall in the homepage hero section, visually emphasizing the agency’s core values and personality while creating an immersive first impression.
Developed illustrative assets that complemented the new design aesthetic, ensuring consistency across digital touchpoints.
Conversion-Focused UX/UI Design
Optimized page structures and user flows to increase engagement and improve lead quality.
Designed clearer CTAs and lead generation forms to reduce spam submissions and attract high-quality inquiries.
Results
With the new site and UX enhancements in place, Well Done Marketing continues to track performance in key areas:
Traffic Growth – Measuring organic and referral traffic to assess visibility improvements.
User Engagement – Analyzing time on site, bounce rates, and navigation patterns to evaluate site performance.
Lead Quality – Monitoring form submissions to ensure inquiries align with the agency’s ideal clientele.
By applying strategic UX/UI design, motion graphics, and brand illustrations, I helped elevate Well Done Marketing’s rebrand into a fully immersive digital experience that continues to evolve based on data-driven insights.
Credits
Well Done Marketing VP of Marketing Services: Mandy Facer, VP of Web Services: Josh Apgar, Agency Marketing Manager: Kiersten Lucas, Associate Creative Director: Anne Wolfcale, Nick Honeywell, Director of Web Development: Brian McCulloh, Art Director: Chad Wysong, Monika Chodkiewicz, Designer: Carlee McKenzie
