Define Services
— Drive Enrollment + Serve Members
These 3 objectives were at the core of the website restructuring. We split up navigation into a simplified drop-down top menu: describing the services available, and linking to the most used pages members were accessing. Below, an expanded footer presents the entire sitemap.
Identifying Growth Opportunities
— Finding Areas to Increase Revenue
GnarWare Workshop’s business is thriving. The studio was at capacity for monthly memberships with most classes on waitlists. The team at GnarWare Workshop helped me identify what services could be highlighted that could generate income without burdening the studio’s shelf space.
Prior to the redesign all the services were on one page, but we created individual pages to push onsite and offsite workshops and one day studio passes. Landing pages for these services improve SEO performance and provide clarity on what options are available for potential customers.
Showcasing the Teachers
— Mini Websites to Share Great Work
Teacher work was absent on GnarWare’s old website. We wanted to provide a place to showcase teachers personal and class work to aid in enrollment but also to provide a standalone URL that they could use professionally for marketing, residencies, and art galleries. Since 90% of the instructors have no personal website, we thought dedicated profile pages would be a great opportunity for them.
Clarity and Accessibility
— Frequently Asked Questions Answered
Studio techs and teachers regularly receive questions from students and new members about various studio policies. I incorporated popular questions in a standalone FAQ and mini-FAQs around various activities to minimize repetitive questions to staff.
Email Campaigns
— Marketing in Unison
The studio frequently communicates to members via email. I designed a modular Constant Contact email template that they could customize for dispatches, tying in the new design across all marketing channels.
