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What does Graphic
Communication have to do
with Site Conversion?
For a long time, we have believed that graphic communication is critically important to our clients' websites, with a direct impact on their conversion rates. What do we mean by graphic communication? This isn't a question of whether the header text is blue or red. Rather, we're concerned about the bigger picture: how well the graphics communicate the client's product.

Show Customers Exactly What You're Offering
The graphics on a website should make it immediately clear what the USPs are, who the target audience is, whether the product is up-market or budget, an exclusive selection or a wide-ranging choice, and so on. If a potential customer lands on a page and finds that it offers exactly what they are looking for, they are highly likely to email an enquiry or pick up the phone - to convert. If that same person lands a page and they're not entirely sure what it is they're being offered, they are more likely to look elsewhere.

LeadGenerators Case Study Series
Throughout these case studies, this is our guiding principle. With this series, we will show you how we have improved the graphic communication on a range of our clients' websites - in the hope that this will be useful for you when you look at ways of improving the effectiveness of your own website.

Other Case Studies
- Bite Size Britain
- Bowhills
- Canvas Holidays
- Caravanning Club
- Global Explorers
- Golden Holidays
- Hands Up Holidays
- ICS
- InnTravel
- InsureMore
- Low Cost vs Luxury
- Multitone
- Prestige Holidays
- Small Families

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Site Conversion Analysis -
ICS - Independent Clinical Services


The Graphic Communication Challenge



Most of our clients - like Caravanning Club and InnTravel - are in the travel industry, but our graphic communications strategies are universal - as we will show in this case study, for healthcare company ICS. They asked us to design a new site for them. After a quick look at their existing site, we knew that we needed to use graphics to answer to very important questions: What do they do? For whom?

The Client


Independent Clinical Services (ICS), formerly known as Thornbury, is one of the UK's largest independent providers of medical staff to the NHS and other sectors. They fill last-minute nursing staff and doctors to cover staff shortages at NHS hospitals and the private sector, with about 8,000 nurses and 8,000 doctors on their register. They approached us to design a new site, as they found that their online presence was increasingly critical to the success of their large operation.



Using Graphic Communication to Improve the Site


What Is The Product? Who Is It For?

If you look at the 'before' image of the ICS home page, I'm sure you'll agree that it's hard to see exactly what the company is offering. We can see that it's medical and that they offer 'solutions' of some kind - but determining the exact service they provide is not easy. Neither is it clear who their service is for. Is it aimed at patients or practitioners? Is it a service or are they possibly selling a product? It doesn't matter what scenario you come up with, the fact is that it isn't clear.

Now, look at the 'after' image and ask the same questions. The answer is right there: they specialise in providing nurses and doctors to various sectors of the healthcare industry, such as the NHS, nursing homes and the independent sector.

Sometimes, to get the home page's message across, it can be as simple as writing a big bold statement in text.
Establish The Company's Market Positioning

Another major objective of graphics is to communicate the company's market positioning. In the 'before' image, it is not clear what kind of company ICS is - big or small, reputable or unknown or worse. In fact, ICS is one of the leaders in the field of medical recruitment for the healthcare industry, but the original graphics do not convey this at all.

In the 'after' image, you can see that with simple clean graphics, large white spaces and a generous clear header, the site takes on the feeling of a solid, reliable and confident business. It speaks not only of what ICS do, but also that they are important and trustworthy.
How does this help improve ROI?


Many businesses spend a lot of money to generate traffic to their sites, through SEO, PPC, and so on. By using graphic communication properly, the same amount of traffic can be converted into a greater quantity of sales. For this reason, implementing site conversion strategies - as we do for many of our clients - is a vital ingredient in the online marketing mix, ensuring that websites work harder for the same cost and thereby increase ROI.

How can we help?


LeadGenerators has vast experience helping clients improve the conversion rates of their websites, employing strategies similar to the one above and in our other Site Conversion Case Studies. If you would like to find out more about how to make your site work harder for you, please give us a call or fill out the enquiry form below.

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