Northwest Lien is the premier construction lien and preliminary notice filing service on the West Coast, known for its regional expertise and excellent customer service. Contractors can register for a free account on the Northwest Lien website, then use it to purchase and file notices and liens to ensure they’re paid for work they completed on jobs.
Northwest Lien came to us with several pain points that needed addressing. Their website performed well among existing customers but was not driving new leads. The nature of their business is extremely niche, so they needed help improving their messaging and educating their potential customers. In addition, they wanted to expand their geographical reach but needed major SEO improvements to do so.
In the end, their big goals were to improve organic search visibility and maximize leads. From a design perspective, they needed a more modern website that would accomplish all of the above and emphasize their “big” statistics and important services that they excel in, to gain the trust of potential clients.
Our approach was to create a highly informational site that was incredibly easy to navigate. The design would be clean, modern, and colorful. Big, bold calls to action, radically simple purchasing paths, and transparent pricing plans would make the site experience as straightforward as possible. Their customer base is busy, so streamlining the purchasing process for new and returning customers was imperative.
We created a design that cohesively showcased their brand and created a brand strategy that offered transparency in their business approach. This allowed us to build a site that improved leads and shows potential clients why they should work with Northwest Lien.
We started with a new logo to replace their outdated mark and build stronger brand recognition, creating a bold, modern identity that resonates with their audience and supports the new website vision. A striking color palette and clean typography conveyed trust and expertise, laying a strong foundation for all future design elements.
Through color scheme, imagery, and graphics, we created a design that is better related to the industry they serve. The internal pages proved to be more complicated. Many pages had a lot of legal information that needed to be distilled into a digestible format. We simplified the presentation of this information, creating pages that were easier for humans and search engine bots alike to skim and understand.
After the designs and content were complete, we tackled the complex integration of Stripe e-commerce and the migration of Gravity Forms. We also built distinct user journeys for new and returning customers, ensuring smooth data transfer and a seamless experience for both. With thousands of existing users, it was imperative that we transferred their data over correctly and that their logged-in experience wasn’t diminished.
At the time of writing this case study, the new website has only been live for 1 month. However, Google Organic traffic is already up nearly 10% year-over-year. But the big win so far has been simply catapulting Northwest Lien into the future with a high-tech, modern website. They have received excellent feedback from existing customers about the design and user experience of the new website. And with the improved website SEO, we expect that all the new users that will discover www.northwestlienservice.com soon will enjoy it as well.
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