Company Overview
21st Century Communication, based in sunny Florida, specializes in rural satellite services, providing reliable internet connectivity to businesses and homeowners in remote areas. Their services aim to bridge the digital divide, empowering rural communities to access high-speed internet for work, education, and entertainment. Despite their unique offering, their website struggled to clearly convey this value, making it difficult to connect with their target audience.
The Need: Why a Redesign Was Needed
The leadership team at 21st Century Communication recognized that their existing website wasn’t meeting expectations. The main issues were:
- Muddled Messaging: The site failed to articulate why their rural satellite service was essential. Visitors couldn’t see how their service was tailored to meet the needs of rural communities.
- Low Conversion Rates: While the website attracted some visitors, it failed to convert them into paying customers or generate meaningful leads.
- Customer Confusion: Potential clients—both homeowners and businesses—struggled to understand how 21st Century’s services could address their specific challenges.
Their goal was clear: streamline their messaging, improve the user experience, and turn more visitors into loyal customers.
The Solutions: What Was Done to Solve These Issues
- Crafted Clear Messaging:
- We created distinct landing pages for homeowners and businesses. Each page highlighted tailored benefits, such as reliable work-from-home connectivity for homeowners and improved operational efficiency for businesses.
- Simplified the language to emphasize the value of satellite internet for rural users.
- Enhanced User Experience (UX):
- Designed a clean, responsive layout optimized for desktop and mobile devices.
- Added a clear call-to-action (CTA) on every page, directing visitors to request a quote, schedule a consultation, or explore service plans.
- Showcased Real-World Impact:
- Included testimonials and case studies from satisfied customers, demonstrating how their service improved connectivity for both businesses and households.
- Added a visual “Coverage Map” feature to show areas where service is available.
- Optimized for Lead Conversion:
- Implemented lead capture forms with fields tailored for homeowners and businesses.
- Integrated CRM tools for better follow-up with potential customers.
- Improved Performance:
- Migrated the site to a faster hosting solution and optimized images and code for quicker load times.
- Installed SEO plugins to enhance search engine rankings and drive organic traffic.
To address the challenges, the redesign focused on creating a website that would clearly articulate 21st Century Communication’s unique value to rural homeowners and businesses. The first step was to develop a messaging framework that resonated with these distinct audiences. Dedicated landing pages were created for each group, with tailored content highlighting how the satellite service could solve their specific problems. For homeowners, the messaging emphasized reliable internet for work-from-home setups, streaming, and online learning. For businesses, the focus was on enhancing operational efficiency and staying connected with clients and suppliers. The content strategy used plain, relatable language, making the benefits easy to understand. Additionally, real-world customer testimonials and mini case studies were incorporated to build trust and demonstrate the service’s impact on people’s lives.
Site Orbit reimagined our website with a clean, modern layout that was both visually appealing and user-friendly
Tim Robinson
On the design side, the team reimagined the website with a clean, modern layout that was both visually appealing and user-friendly. Navigation was streamlined to guide visitors effortlessly through the site, with prominent call-to-action (CTA) buttons encouraging them to explore plans, check service availability, or request a quote. To boost engagement, a visually interactive “Coverage Map” was introduced, enabling visitors to quickly see if their area was serviced. Lead generation forms were strategically placed and customized for homeowners and businesses, capturing vital information for follow-up. The site was optimized for speed with improved hosting, image compression, and clean coding practices, ensuring faster load times even for users in rural areas with slower connections. SEO enhancements were also made to improve organic search visibility, driving more relevant traffic to the site. This multifaceted approach ensured that the redesigned website not only looked great but also functioned as a powerful sales and marketing tool.
The Results:
The redesigned website was a game-changer for 21st Century Communication:
- Increased Lead Conversion: Lead generation grew by 35% in the first three months, with both homeowners and businesses clearly identifying their unique needs on the site.
- Improved Engagement: The average time spent on the site doubled, thanks to easy navigation and engaging content tailored to different audiences.
- Positive Feedback: Customers frequently commented on the ease of finding relevant information. Business owners, in particular, appreciated the new case studies showcasing how the service benefited companies like theirs.
- Higher Sales: The company experienced a 25% increase in sales within six months, directly attributed to the new website’s ability to clearly communicate their value proposition.
The redesign not only helped 21st Century Communication convert more leads into sales but also strengthened their reputation as a vital service provider in rural communities.