Bail Hotline Service Location Page Design
Overview
We evaluated the performance of the current Location-specific contact page for a series of bail offices throughout California and redesign the page to align with user findings and ultimately increase phone calls and form submissions across locations.
Role
CRO Analyst, UX Designer, Implementation Manager
Tools
Google Analytics, Crazy Egg Heatmap & Session Recordings, Figma, WordPress
The Process
Research
To support the client's expansion to new locations, I conducted a comprehensive sitewide audit involving Google Analytics review, heuristic analysis of language and imagery, heatmap data analysis of existing pages, and the creation of user personas based on client-provided chat surveys. I also collaborated with the SEO and copywriting teams to identify valuable content for users and determine the proper hierarchy for this new information. This research aimed to enhance user relevance and SEO while ensuring the continued functionality of critical plugins.
Design
Informing the layout with research findings, SEO recommendations, and copywriting inputs, I redesigned the location page in Figma utilizing shared client images and iconography. WordPress theme and plugin limitations were constant considerations during the design process. The final design was then reviewed with our in-house developer to ensure technical feasibility and establish an implementation timeline, after which the Figma document, live prototype, and detailed notes were delivered to the client for review.
Feedback & Iteration
The client gathered consolidated feedback from their internal sales, customer care, and development teams. Once received, I executed the necessary adjustments within Figma, followed by approval from our internal team. The revised designs were then re-shared with the client and received final approval to proceed directly to development with no further changes required.
Implementation & Launch
Over the course of one month, our developer updated each individual location page on a WordPress sandbox environment, ensuring brand, content, and functional consistency. We also corrected and implemented Google Analytics goals to accurately track phone calls and form submissions. After rigorous multi-device QA by internal teams and the Account Manager, all pages were launched simultaneously, resulting in an immediate 100% increase in key metrics for the location pages and the sitewide.
Before & After
Location Page
Top Fold Optimization
Align with the homepage by integrating the contact form, using emotionally relevant imagery and language, displaying the location’s Google rating, and ensuring immediate click-to-call functionality on mobile.
Navigation & Linking Changes
Implement breadcrumbs sitewide, ensure all contact options are properly linked, adjust mobile navigation for constant access to a phone number, and include a CTA above the footer that anchors back to the top-fold form.
Alter Content Structure
Highlight convenience-based value propositions with distinct iconography, list nearby courthouses and jails to emphasize service proximity, and reorganize the footer navigation for better categorization.
Make Form More User Friendly
Improve visual hierarchy using tertiary brand colors and accordion menus for FAQs, and address client pain points regarding pricing and payment financing options.
Improve Information Design & Layout
Improve visual hierarchy using tertiary brand colors and accordion menus for FAQs, and address client pain points regarding pricing and payment financing options.
