Shortening sales cycle and increasing conversion rate
This is the story of how a simplified website that answers customers' most important questions first allow us to close leads faster.
Rhino Home Services - Before
*disc track*
Yup, that's the website and you may be wondering how I ended up in this situation....
The original website for Rhino Home Services was dull and like many other services website, it offered nothing new and hid customers questions behind a phone call. In other words it was inefficient.
The along came the redesign done in 2024...
Background image generated by DALL-E
For this new website my main goal was to prevent the users from navigating back and forth between pages. On my experience as a irrigation business operators, there are a concrete pieces of information that buyers are looking for.
So I wanted this new site to have all information available on a single page, starting with the most important question.
So I wanted this new site to have all information available on a single page, starting with the most important question.
How much are sprinkler systems?
The very first section of the website was built to answer the most prominent question all prospective buyers have. I set up a quick diagram of the three most common layouts of homes in Houston and proceeded to give quick estimates from there.
This ensure visitors had an idea on how much their project could cost and filter for those who were really interested.
If they read nothing else on the website, this was the only thing I really wanted them to read.
Showcasing Care and Effort Through Animation
From there buyers that still scroll down the website found other FAQ's in the form of a page section like:
I spoke to 5 different business owners and develop a user mapping, problem statement, and user story. What's included on the installation? And we listed the most important components of an installation.
I spoke to 5 different business owners and develop a user mapping, problem statement, and user story. What's included on the installation? And we listed the most important components of an installation.
I also wanted to play around with a scroll animation and card effect, as users scroll down they'll find each individual component of the installation scrolling up as they scroll down and sticking to the top and stacking as more components appear.
I knew that users weren't going to go fully in-depth reading this part, so I aimed at making it interesting through animations that could showcase our level of care and effort for the things we do
I knew that users weren't going to go fully in-depth reading this part, so I aimed at making it interesting through animations that could showcase our level of care and effort for the things we do
The FAQ's of the FAQs
Guided by the knowledge I had working with customers I created a section that answered other important questions around sprinkler systems. The layout here was more direct and common in the shape of an FAQ list.
Reviews, About Us & Blog
While some may argue that reviews are the most important things, I'd argue that in a business website they inherently become less authentic. A website woulnd't post a very negative review.
So I created a short, horizontally scrolling section with a couple of reviews taken from Google to give a general idea but I knew that users would check other sources of reviews to verify.
Lastly I added the section about us and a company blog that serves us as a catalog for maintaining your sprinkler system.
Lastly I added the section about us and a company blog that serves us as a catalog for maintaining your sprinkler system.
Shortening Sales Cycle, Working with the Right Clients, Closing More Leads
Because I placed the most important details at first and the flow the rest of the information on an importance level (based on conversations and experience). Visitors that came in through the website and submitted a form were:
• 4x conversion higher than the 2nd most popular lead tool.
• Close faster (from ~14 days average to 10 days)
• Receive less discounts
• Had better margins
• Close faster (from ~14 days average to 10 days)
• Receive less discounts
• Had better margins
Before and After
