BONFIRE ANALYTICS WEBSITE REDESIGN

PRODUCTS
Desktop and mobile web

ROLES
UX writer
Copywriter
Content strategist

TOOLS
Figma
Adobe Illustrator
Wix Studio

Bonfire Analytics is an early-stage B2B startup that’s focused on helping healthtech companies get connected to the patients and providers that are most in need of their product. I’ve been working as their content design and marketing consultant to build their website, standardize their collateral + branding, and more.

For this project, I designed an entirely new website.

CHALLENGE

Create a newly designed website in just over a month that properly showcased Bonfire Analytics’ offerings and increased inbound leads

SOLUTION

Begin from scratch and design a website with new icons, movement, and CTAs that had lower barrier to entry

WHAT I DID

  • Taught myself how to use Wix Studio on the fly

  • Analyzed existing website to understand where we needed to make improvements

  • Worked with our growth marketer to see what our competitors did well

  • Drafted copy with the executive team that would appeal to potential customers

  • Mapped out and designed entirely new pages and icons that illustrated what the platform offers

  • Chose a CTA with a lower barrier to entry

THE INITIAL SITE

While the original website provided good information about the Bonfire Analytics platform, we felt that the way it was presented could be improved upon. In addition, as we wanted to increase the number of inbound leads, we needed to figure out copy changes that made sense.

COMPETITIVE RESEARCH

Our growth marketing lead took a pass at analyzing our competitors’ sites. Through this analysis, we were able to see what elements of their websites we wanted to incorporate into our own.

OUR THOUGHT PROCESS

When changing the website, we paid close attention to how we wanted the potential customer to feel. We want them to be made aware of their problems, but feel empowered that Bonfire could help them deal with these issues. After doing some research into other B2B websites, we decided to work in different elements of the hero’s journey for our reader. They’re the ones in charge of their destiny, and we offer the tools that can help them along the way.

THE END RESULT

In the end (and after a number of late nights), the website was fully shipped in just over a month. Addressing the core issues we’d discovered during our initial audit, the new site has:

  • CTA that’s less pressure than “get in touch” or scheduling a meeting

  • An explanation of the problems customers likely face before offering solutions

  • Platform explanations that are easily skimmable

  • Social proof that can be seen all-in-one view

  • Language, tone, and style that follows the style guide I previously created for the team

This new site also led to a 200%+ increase in inbound leads and an executive team that was pleased with the results.