Web Design Case Studies

AFD’s marketing background and emphasis on the client’s bottom line has led to the successful development of websites that work for the client. From entire web redesigns to revisions aimed at better directing and driving traffic, AFD meets the client where their needs and budgets are in alignment.

The Event Center at Plaza Lecea

Award Recipient of El Bronce Award of Excellence (2010) – Web Design
Public Relations Society of America, San Antonio Chapter

The Event Center at Plaza Lecea faced a situation common for many event facilities – the weekends were quick to book with  weddings and anniversaries, leaving weekdays and week night available for other events. With the goal of attracting more corporate and business clientele, AFD came on board to better help define the target audiences attracted to the Event Center.

Taking the approach of three main lines – weddings, private parties, and meetings/business – AFD developed a website that better targeted these core groups. The new home page would act as a portal for each product line, quickly capturing the attention of web traffic and driving prospects to their event of interest. Once within the proper product line, all the information needed (pricing, floor plans, amenities and photos) would be easily accessible.

Prior to the redesign of the website, web users had difficulty finding the information needed, and the wedding product line received all of the emphasis. With the new site structure, each product line received the attention it deserved by funneling traffic efficiently.

In order to monitor ROI and watch traffic patterns, AFD established separate “Requests for More Information” with goals defined in Google Analytics. These new goals will allow Plaza Lecea to decipher precisely from where converted leads are coming – referring websites, specific keywords or CPC campaigns.

Plaza Lecea Website, Before Redesign (click for larger view)

Plaza Lecea Website, After Redesign (click for larger view)

EndoMune Probiotic

AFD realized the necessity of a redesign for the EndoMune website. The original website was originally launched when the product hit the market in July 2007. With a new product launching December 2009, EndoMune needed a website that was easier to navigate as well as to add new and relevant information pertaining the client’s field.

The complexity of probiotics and the need to convey information to current and potential customers was hindred by the vague navigation bar titles. AFD decided to move toward a vertical (rather than horizontal) navigation bar and widened the text portion of the website for easier viewing. Various other redesign elements meant a website that was easier for viewers to browse and allowed for ease of website expansion as more products are introduced in the future.

With this design, AFD not only considered current needs, but looked at future growth needs of EndoMune.

EndoMune Website, Before Redesign (click for larger view)

EndoMune Website, After Redesign (click for larger view)

Gulu Hope

Rather than an entire redesign, AFD was brought on board to revise the newly developed website. While the client was happy with the color scheme and visual concept of the original design, AFD recognized the message of the organization was not clear with the website structure.

The main page was rather lengthy with multiple navigation bars, making the website unfriendly for viewers. Emphasis needed to be placed on the message “above the fold” – in other words, the main message of the organization had to be visible when the page loaded, rather than scrolling far below the initial line of visibility.

In an attempt to not “reinvent the wheel,” AFD took the imagery and text of the website, and repackaged in an easier to navigate form which contains “calls to action” at the bottom of each page. This clean layout pushed the message of the organization at the forefront, and quickly communicated to viewers ways in which they could become involved in giving Gulu hope.

Gulu Hope Website, Before Redesign (Click for larger view)

Gulu Hope Website, After Redesign (Click for larger view)