Multiple electronic devices displaying the same website homepage, including an iMac, a MacBook, an iPad, and an iPhone, on a white surface with shadows.

Website Redesign

Brand
Troyer Group (Architectural firm)

Year
2025

Role(s)
Digital Director, Digital/Website Strategist, Digital Team Lead

The Ask

In 2025, as Digital Director at Pathfinders Advertising Agency, I collaborated with Jonathon Geels, the President of Troyer Group, a community-oriented architectural firm based in Indiana. Jonathon and his team wanted to not just redesign their website, which was outdated in both design and codebase, but to re-invent their online presence as a whole, enhancing Troyer’s brand awareness and ultimately generating new leads.

Additionally, Jonathon and team wanted to be able to create and publish thought-leadership content on their website in the future, so we knew our solution had to be scalable and include WYSIWYG content publishing for the client.

Approach

Client Consultation: In collaborative discussions with Jonathon, I gained a better understanding of the company's mission, culture, and business goals.
Research & Discovery: I reviewed all available performance analytics and conducted market, consumer, and competitive research, while our Developer conducted a technical assessment, and our UI/UX Designer conducted competitor research for navigational and design opportunities.
Insights-Driven Strategy: Our content, design, and information architecture strategy was informed by insights from the Discovery phase and a deep understanding of the client’s core service offering and business goals. Awards and testimonials were incorporated throughout the site to communicate trust and social proof, and to boost discovery in AI-driven search.
Choosing a Tech Stack that Empowers the Client: Because the client wanted to maintain their own website content following launch, we recommended a custom WordPress solution, and the client agreed. We worked with the client on transitioning their previous “Blog” to “Field Notes”, which positions them as a thought-leader, giving an “inside look” into their architectural process and projects.

The WordPress site also utilized a mobile-first desig and highly stylized imagery (and video) that differentiated Troyer from its competitors.
Accessibility as an Amplifier: The website was fully ADA-compliant, which ensured accessibility, improved search and user experience, and aligned with Troyer’s brand values.

Smartphone displaying the Troyer Group website with the message about shaping a better future through purpose-driven infrastructure, and a button labeled 'Our story' against a background of a busy urban street scene.

Results

111%
increase in visits (sessions)

27%
higher engagement rate

19%
increase in organic search traffic

233%
increase in website leads

Source: Google Analytics 4 and SEMRush.
June through October 2025 vs 2024, YoY comparison.

Before

Laptop and smartphone displaying a website for Troyer Group, featuring landscape architecture and planning projects with aerial images of landscapes and infrastructure.

Low-contrast yellow and light gray text on a white background decreased legibility and failed ADA accessibility tests.
Imagery felt generic and lacked differentiation from competitors.
Design seemed templated and uninspired, negatively impacting visitor engagement. Additionally, the lack of visual and structural hierarchy (e.g., unordered heading tags) harmed user experience and SEO.
No social proof or validation, leading to low trust signals.

After

Laptop and smartphone displaying the Troyer Group website with the headline "Shaping a better future through purpose-driven infrastructure" and a background image of a city street.

User Experience:

The team and I enhanced the user journey by introducing a three-part “services” structure in the navigation, directing visitors to the specific service content they are seeking.
We implemented a high-contrast, ADA-compliant color scheme to enhance visibility and accessibility.
Additionally, we included clear calls-to-action (CTAs) throughout the site to guide users into a deeper engagement funnel, ultimately driving conversions through contact form submissions.

Design and Content Strategy:

We added an "Industry Recognition" section for social proof and showcased client testimonials.

High-quality, project-specific videos were included on the homepage and service pages to demonstrate our expertise and enhance search visibility.
The "Field Notes" section serves as a thought leadership hub, organizing content into “Insights,” “News,” and “Projects,” which strengthens Troyer’s authority while also boosting SEO/AIO.
We crafted a clear mission-focused headline: "Shaping a better future through purpose-driven infrastructure," prominently displayed above the fold.
Imagery now features a more "humanized" approach, using close-ups that include people in-action and dramatic color treatments, that visually differentiate Troyer from competitors.