GPAYMENTS OFFICIAL WEBSITE

Project Overview

GPayments has established itself as a market leader for over 3 decades, providing cutting-edge Fraud Prevention solutions.

Problems

After reviewing GPayments' website, I found several design and optimization issues affecting performance:

1. Limited Online Visibility: The site struggles to attract enough attention to drive sales and boost digital presence.
2. Website Design & Content: Outdated visuals, cluttered layouts, low readability, overuse of stock images, and a dull earthy color scheme result in high bounce rates and low conversions.
3. Brand Recognition: Clear, consistent branding is needed to establish credibility and connect with the target audience.
4. SEO Practices: SEO best practices are poorly implemented, with errors that impact site performance.

Solutions

To address these issues, I implemented the following solutions:

1. New Theme & Layout: Developed an engaging theme with a streamlined layout to improve user experience and visual appeal.
2. Content Readability: Reduced clutter and chose better fonts for easier reading.
3. Designated illustrations: Reduced the use of stock images and eliminated blurry illustrations, opting for high-quality, tailored visuals to create a more professional and welcoming website.
4. SEO Audit: Conducted a thorough audit to correct performance-impacting errors.
5. SEO Optimisation: Applied relevant keywords, meta tags, and descriptions to boost search engine ranking.

Design Deliverables

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1. Redesigned of company website & developed it from scratch

The old GPayments website looked outdated and missed the mark with its target audience. To improve brand image, we developed a strategy to create strong, credible branding that aligns with GPayments' core values. Our plan included:

1. Tailor-Made Illustrations: Added vibrant, industry-related visuals to enhance engagement.
2. New Colour Palette: Chose a polished, contemporary palette for a professional look.
3. New Logo Design: Worked with designers to create a logo that reflects GPayments’ values.
4. Interactive Elements: Introduced scroll animation and Lottie animations to boost visitor engagement and create a dynamic experience.

These changes aimed to strengthen GPayments' brand, building customer trust and loyalty with a memorable, visually engaging website. Additionally, I independently developed the site on Webflow, using my front-end skills to craft a custom, controlled marketing tool. The project was both a technical challenge and a source of pride, showcasing my ability to deliver quality design deliverables independently.

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2. Frequent Calls to Action

When reviewing GPayments’ homepage, we noticed the lack of clear and compelling calls to action (CTAs). The existing CTAs were repetitive and didn’t effectively guide users toward conversions. To address this, we developed a strategy to enhance the user’s commercial journey:

1. Clearer CTAs: Created engaging CTAs with strong, action-driven language.
2. Prominent Buttons: Added buttons like “Get Started” or “Download the White Paper” on the homepage to attract more leads and drive key actions
3. Simplified Conversion: Allowed form submissions on every page, reducing clicks for faster conversions.
4. Product Highlights: Featured more products on the homepage, encouraging users to explore the full range of services.

These changes made CTAs more engaging and aligned with user intent, streamlining the journey and helping users quickly find what they need.

3. Rebranding

I collaborated with a designer and an offshore branding expert to create a detailed brand book. Together, we refined the rebranding, selecting colour schemes, typography, and design elements that aligned with the company’s vision. We also designed an email signature, letterhead, print materials, EDMs, flyers, and pull-up banners to ensure consistent branding across all communications, effectively conveying the company’s values.

4. Defined a branding guide

To boost design consistency and productivity, we established a comprehensive branding guide accessible to GPayments’ team. This guide aimed to speed up workflows, unify the design stack, and support better product development. Key benefits included:

1. Enhanced Consistency: Provided design standards and guidelines, ensuring consistent elements across the website and all collateral.
2. Increased Productivity: Made assets and templates easily accessible, reducing manual work and freeing designers to focus on creative tasks.
3. Streamlined Workflows: Enabled smoother collaboration, reducing communication overhead and simplifying the design process.
4. Better Product Development: Improved product consistency, accessibility, and user-friendliness.

Overall, this branding guide increased team efficiency and contributed to a stronger user experience and higher customer satisfaction..

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5. UX Content Strategy

Gated Content (White Paper) & Blog

To boost GPayments' online visibility and lead generation, I created a gated content page and designed and developed blog.gpayments.com, aligning with our strategic aims and audience preferences. This approach improved lead capture, user experience, SEO, and marketing efforts, strengthening our online presence and increasing web traffic. Key benefits included:

• Quality Lead Capture: The gated content page and blog attracted a targeted audience and boosted engagement.
• Enhanced User Experience: Designed both the gated content page and blog for easy navigation, ensuring visitors could access valuable content smoothly.
• SEO Boost: Optimised for search engines with targeted keywords, which expanded GPayments' online reach and organic traffic.
• Marketing Optimisation: Collected contact info and engagement data from the blog to build a more targeted client database and improve marketing strategies.

FAQ & Glossary Pages

I designed and developed the FAQ and Glossary pages for GPayments, collaborating with the marketing manager and a content writer. These pages serve as educational tools and incorporate strategic SEO keywords to boost site visibility and engage users. Key benefits include:

Key Benefits:

• Educational Content: The pages enhance user knowledge on complex payment security topics.
• User Engagement: Provides clear, accessible information, helping to reduce bounce rates.
• SEO Boost: Targeted keywords increase organic traffic.

Explore these resources further:

• GPayments FAQ
• GPayments Glossary

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6. SEO Best Practices

On-Page SEO: I worked with the marketing manager and content writer to optimise content with targeted keywords, meta tags, and engaging, high-quality material to improve relevance and user engagement.‍

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Technical SEO: I solo enhanced site speed, mobile-friendliness, indexing, and site architecture to ensure efficient crawling and indexing.‍

SEMrush Utilisation: Leveraged SEMrush to track SEO performance, identify optimisation opportunities, monitor keyword rankings, and boost overall SEO health. Consistently applying SEMrush insights improved GPayments' SEO score, making our content more competitive in search results.

Results

The GPayments website redesign and SEO project resulted in a 565% increase in new visitors, a 15% boost in conversions, and a 496% rise in website sessions within a few months. The redesign focused on user experience with improved navigation and a visually appealing layout. Strategic SEO efforts—including keyword research and content optimisation—significantly boosted online visibility. This project highlights the effectiveness of combining user-centric design with strong SEO, marking a major success in enhancing our online presence.