Case Study: Thomas Sign & Awning
Website redesign focused on clarity, conversion, and measurable performance gains
Video highlighting Thomas Sign & Awning’s signage capabilities and services.
Overview
Thomas Sign & Awning needed a website that clearly communicated their capabilities and made it easier for customers to find services and request quotes.
The redesign prioritized clarity, usability, and measurable performance improvements to support lead generation and customer inquiries.
The redesign prioritized clarity, usability, and measurable performance improvements to support lead generation and customer inquiries.
Overview
Video highlighting Thomas Sign & Awning’s signage capabilities and services.
Thomas Sign & Awning needed a website that clearly communicated their capabilities and made it easier for customers to find services and request quotes.
The redesign prioritized clarity, usability, and measurable performance improvements to support lead generation and customer inquiries.
The redesign prioritized clarity, usability, and measurable performance improvements to support lead generation and customer inquiries.
Franchise ordering flow designed to standardize signage requests and improve ordering accuracy.
The Approach
The goal was to simplify the user journey and guide visitors toward key actions without overwhelming them.
Navigation was restructured, service messaging clarified, and calls-to-action made more visible. GA4 tracking was implemented to guide decisions using real user data.
Focus areas:
Simplified navigation and clearer page hierarchy
Conversion-oriented layouts for service and quote pages
GA4 implementation for engagement and performance tracking
Franchise store pages to standardize signage ordering
Dedicated franchise ordering pages introduced a structured system that previously did not exist, improving ordering accuracy and consistency across locations.
Franchise Store Pages
Dedicated store pages allowed franchise locations to order interior and exterior signage through a consistent, guided process.
This reduced ad-hoc requests and made it easier for locations to request the correct signage.
The Approach
The goal was to simplify the user journey and guide visitors toward key actions without overwhelming them.
Navigation was restructured, service messaging clarified, and calls-to-action made more visible. GA4 tracking was implemented to guide decisions using real user data.
Focus areas:
Simplified navigation and clearer page hierarchy
Conversion-oriented layouts for service and quote pages
GA4 implementation for engagement and performance tracking
Franchise store pages to standardize signage ordering
Dedicated franchise ordering pages introduced a structured system that previously did not exist, improving ordering accuracy and consistency across locations.
Franchise Store Pages
Franchise ordering flow designed to standardize signage requests and improve ordering accuracy.
Dedicated store pages allowed franchise locations to order interior and exterior signage through a consistent, guided process.
This reduced ad-hoc requests and made it easier for locations to request the correct signage.
Results
GA4 data validating session growth and engagement improvements after launch.
Performance improvements were achieved within six months:
16K+ tracked sessions
~51% engagement rate
Increased engagement on service and quote-focused pages
Visitors spent more time on core service pages and interacted more with quote-focused content. Gains were driven by clearer structure and navigation, not just visual updates.
My Role
Led UX planning, site structure, redesign, and analytics implementation to drive measurable performance improvements.
Tools
- WordPress
- Elementor
- Google Analytics 4
GA4 data validating session growth and engagement improvements after launch.
Results
Performance improvements were achieved within six months:
16K+ tracked sessions
~51% engagement rate
Increased engagement on service and quote-focused pages
Visitors spent more time on core service pages and interacted more with quote-focused content. Gains were driven by clearer structure and navigation, not just visual updates.
My Role
Led UX planning, site structure, redesign, and analytics implementation to drive measurable performance improvements.
Tools
- WordPress
- Elementor
- Google Analytics 4
Cross-Channel Impact
+200% content interactions (YoY)
+12% Facebook referral visits
+20% follower growth
Organic video distribution generated measurable traffic lift and reinforced service-page engagement.