While billboard design is what we are primarily known for, occasionally Out of Home Creative takes on other work such as website design. We recently were asked to redesign the website of one of Atlanta's premier out of home and billboard advertising companies, Whiteway Outdoor Advertising (whitewayoutdoor.com). Below we've compared the before and after features of their website and reviewed our redesign approach.
The previous version of the website was:
Not current in design and layout
Atlanta billboard locations were not emphasized and not displayed in a friendly manner
Not mobile (tablet, smartphone) friendly / Not responsive design
Search Engine Optimization (SEO) best practices were not maximized
Below is a screenshot of the old version of the whitwayoutdoor.com home page:
To the leadership at Whiteway Outdoor Advertising's credit, they knew their website was past due for a major face lift. The client gave me full creative control with the only requirements being more emphasis on their billboard locations and to feature on the home page their iconic Delta Airlines billboard. They also knew they needed to have a website tailored towards mobile users. After all, since 2012 mobile internet usage has skyrocketed and has overtaken desktop usage so if your website isn't responsive for smartphone and tablet users, your giving a sub-standard experience to approximately 30-60% of your users. The explosion of mobile usage over desktop usage naturally means that more users are now searching via their mobile phones than compared to their desktop computer. Google even publicly stated in May 2015 that "more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” Bottom line, having a responsive design and mobile friendly website is an absolute must in today's business world.
Whiteway Outdoor Advertising only sells out of home advertising inventory/faces in the Atlanta, Georgia metro area but their website didn't market those structures properly. The executive team at the company wanted to have an interactive map on their site to allow prospective advertisers to view all their digital and static Atlanta billboard locations. We were faced with how to implement that capability while keeping a clean and simple design. We were also tasked with how to present a macro-view of all their billboards in Atlanta and an individual billboard location view, on the same page.
The end result was an interactive Atlanta billboard locator, one for static billboards and another for digital billboards, which offer the following features. Each of the numbers below correspond to the above image.
1. Clean and simple page heading helps the user understand what billboard product map they are looking at.
2. Ability to zoom in or out.
3. Atlanta area billboard locations are displayed in a scroll-able list to the right of the map. When a specific billboard location is selected by the user, a flyout is displayed directly on the map.
4. Map flyout allows users to click on a direction link taking them directly to Google Maps populated with the billboard's Atlanta location.
5. Accurate map services provided by Google.
6. Each billboard displayed in the map has detailed size and directional information displayed below the interactive map.
Since the client had an existing website which ranked for search terms like "Outdoor Advertising Atlanta" and because the URLs were going to change with this redesign, we wanted to "transfer" the existing SEO authority over to the new version of the page. A comprehensive SEO 301 Redirect Strategy was put in place to do just that. This was accomplished by coming up with a itemized list of every URL on their site (even the hidden pages not available to users), identifying all the core SEO components on each of those pages (Page Titles, Heading tags, Meta descriptions, Keywords, etc.) and then mapping the before and after state of all SEO functionality. After the redesigned website launched, we expected a short dip in traffic as Google re-indexed the new site but are happy to report that all SEO rankings were maintained.
Overall, the redesigned website for Whiteway Outdoor Advertising has the following characteristics and features:
Clean design and navigation
Simplified design by consolidating pages
Interactive Atlanta billboard locator
Mobile friendly (tablet, smartphone) / responsive design
Search Engine Optimization best practices
I think all the redesigned features match Billboard Insider's 5 tips for a great OOH website. Screenshot of the mobile version from whitewayoutdoor.com:
The redesigned website whitewayoutdoor.com can be viewed on your desktop, tablet or smartphone.
About Out of Home Creative: We are an outdoor advertising firm which designs billboards, digital campaigns, transit, and street furniture to any non-traditional out of home advertising. Based in Atlanta, Georgia we serve businesses, agencies, media buyers and out of home companies throughout North America. Melody Roberts is the Founder and CEO.