Summary: After hiring Under2 to build a new high-performance website, Printed Editions saw a major increase in site users, pageviews, and organic search traffic as well as a significant reduction in page download time.
Poor Visibility Leads to Plummeting Sales
Printed Editions is an online art gallery with more than 26,000 pieces of art available for purchase from participating galleries. They came to Under2 because their search engine visibility was plummeting and user numbers were down.
The entire business relies on art galleries paying a fee to exhibit their works on Printed Editions’ website. But, as a result of the website’s poor performance, art buyers weren’t readily finding the site and galleries weren’t selling as many pieces of art.
Clients were beginning to question the value of their partnerships. And to make things more complicated, technical debt and messy legacy codebase made it costly, time consuming, and complicated to manage, fix or improve their website — and ultimately drive more business.
Printed Editions also struggled with:
- Slow page load times and an overall sluggish site
- Technical SEO issues
- A clunky mobile experience
- Dated visual design
A Much Faster Website Optimised for Search
Printed Editions signed on for our full suite of services — from initial strategic consultancy through to site development and ongoing optimisation.
The initial strategic consultancy includes a discovery phase, which identifies website performance, SEO, code, and overall infrastructure problems.
Coming out of the discovery phase, we knew we needed to complete the following:
- Rebuild the site from the ground up with version-controlled source code and automated deployments
- Focus on technical improvements, semantic structure, metadata, and page speed
- Implement visual design and UX updates and enhancements
- Create an automated payments system for galleries
However, the engagement didn’t end when the website was built. We continued technical SEO and performance optimisation for Printed Editions’ website for two years. This post-launch phase also included proactive maintenance and feature improvements.
Crest by Bill Thompson @Center Street Studio — Available at Printed Editions