Supporting entrepreneurs build their businesses

How do you help an organization support the explosive growth of entrepreneurs and small businesses?

LiftFund has been a long-time partner with Sweb. Over the past 10 years we’ve designed their previous website along with creative work for various marketing campaigns, conventions, and annual reports.

Client

LiftFund

Work

Design & Development

Platforms

Web

Technologies

WordPress

Challenge

Over the years Liftfund has grown not only physically, opening more locations, but also in what they offer. This required the Sweb team to go back to formula, so to speak, and find ways to streamline the content associated with this growth to better serve their clients and their teams.

Some of these challenges included:

Clarifying the goals for each group of users they served because they come to Liftfund seeking answers to different questions based on where they are on their journey as an entrepreneur.
Finding the balance between focusing on local communities, across 14 states, while having one central website for the whole organization.
Reorganizing the many pages of content that had accumulated over the years so that it was easy to navigate and focus on users’ real needs.

Solution

The Sweb team worked very closely with
Liftfund to ensure that the deep thinking required to understand their
user base and what information was accessed was looked over carefully.
Using loan data, Google Analytics, and other quantitative measurements,
the Sweb team was able to find solutions for the challenges encountered.

To address the many types of users the site should reach, Sweb worked on detailed user flows, identifying each user type and what they are looking to find on the site.
The user flows were also used to reorganize the content and develop content maps for every page. An example is the homepage carousel where each slide speaks to a specific user type and presents the content most relevant.

The result of reorganizing the content can be seen first in the new menu, which neatly and cleanly displays all the links on the site in one organized view that doesn’t require hovering over menus and submenus.
To ensure the website would feel “local” for users from all locations, Sweb implemented a “location by IP” that would check for user’s location and then filter the content to show resources, stories, and events from the LiftFund office closest to them.