Nik is a creative director, copywriter, and content strategist working in Seattle.
Modernizing an aerospace brand and ensuring conversions through its website
How can we provide an airlift to website lead conversions?
Erickson Aviation, a utility and construction helicopter service provider, needed to relaunch their site to improve brand affinity, increase clarity of their offerings, decrease bounce rate, and bolster conversions. As part of a team which included a web designer, a backend developer, and myself, I was tasked with developing and validating the strategy for the new website, and creating a fair amount of its content.
Beginning with an in-depth questionnaire for the client, I learned enough about their business and users to modernize their personas, build out a website conversion strategy, a content strategy based on extensive keyword research, and write copy for the entire site. From there, I ran two qualitative tests. The first was for usability on the wireframes to see where people had difficulty completing tasks and locating things. The second was for affinity and aesthetics on high-fidelity mocks in a working prototype. Using this research, I refined the brand’s voice and UX, and made recommendations to the client and web designer for layout improvements.
Upon launch and over the next year, the website saw:
Check out some of my other favorite work.
