Challenge
The STORE Capital website did not clearly present the variety of solutions they offered as a leader in middle market real estate capital solutions (REITs). The website feedback they were receiving was confusion and frustration in not being able to find the content that was most important to users both internal and external. The videos, content and design was also outdated and did not match their brand as a leader in their market, nor did it match their business goals and position in the industry. Navigation was unnecessarily complicated, and visitors often left before reaching important content and learning about the business value STORE Capital offers. We were tasked with updating the website architecture to match business goals to the user flow and direct website traffic to important and engaging content for the various user groups along their journey.
Solution
We started with a solid understanding of the brand and business needs from the stakeholders. Next we did a competitive analysis to understand how competitors were differentiating themselves in the competitive landscape. Then came data analysis to understand how users were navigating through the site and where they were dropping off and not completing user tasks. We came to the table with a strategy that tied together user needs, business needs and their competitive differentiation, or value proposition. This included a complete restructuring of the site architecture as well as updated content, a more modern look and updated video content to match the current messaging and growth of the company.
Results
With improved information architecture and ease of use, Store Capital’s new website offers a vastly improved user experience. Visitors to the site can easily find solutions directly from the home page, responsive design makes mobile usage just as easy as desktop, and refreshed video content modernizes the company’s image while engaging visitors.
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