Web design for Micro Engineering Tech Inc.
Improve User Engagement - Increase time spent on the site and reduce bounce rates.
Refine voice & tone - improve content to engage both technical and non-technical audiences
Boost Conversion Metrics: Drive more inquiries through a better user journey.
I conducted a comprehensive site audit, analyzing the overall user experience and visual design of the website. My primary focus was on the content—how it was presented and how it could be optimized for maximum impact. I identified key areas for improvement in visual design and layout, enhancing readability and creating a stronger visual presence. Additionally, I established success metrics to track progress, ensuring the website effectively attracts users and engages its core audience over time.
I collaborated with the Micro Engineering team to plan the updated layout and designs, focusing on how to refresh existing content while preserving the core messaging and highlight their offerings. I presented several layout and design samples, each tailored to enhance visual clarity and deliver a more engaging and dynamic user experience, ensuring the final design aligned with both user needs and METI's brand goals.
Refining Voice & Tone
The site’s content was overly technical and lengthy, a common user complaint. With many visitors from finance or government sectors, we needed to simplify messaging for broader accessibility by distilling complex ideas into concise language. I aimed to create a consistent tone that aligned with Micro Engineering’s brand identity.
Simplifying Navigation
The original menu structure was cluttered, with too many options and redundant pages. Most services could be consolidated into four main categories. With this in mind, I prioritized emphasizing "Services" and "Contact"—highlighting Micro Engineering's unique selling points and guiding users toward reaching out.
Results
Improved Layout & Design
I enhanced content-heavy sections with visuals for clarity and interest, condensed written content, and linked to technical pages only when necessary. Typography was updated with adjusted font weights for better readability and hierarchy. Generic stock photos were replaced with high-resolution images and custom illustrations. The color palette was refreshed with bright, bold tones, including METI's signature deep blue, to create a vibrant, on-brand design.
Simplified Structure
All services previously scattered on the site are neatly organized into 4 main categories - allowing visitors to quickly get to the sections they want, reducing frustration and improving overall usability. A prominently displayed call-to-action (CTA) now stands out on every page, encouraging users to take action—whether booking a service, submitting an inquiry, or learning more—making it easier for customers to connect with the business and achieve their goals.
Takeaways
01
Implementing Analytics
I would have liked to incorporate at-a-glance heatmaps of user interactions and activities. We could use this information to keep updated the pages and see what we can improve.
02
Draft content guidelines
Creating a set of content documents could help in further redesigns and content creation. Providing a voice and tone for future iterations would ensure a smoother transition between designers and content writers.