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, while serving as Digital Director at Pathfinders Advertising Agency, I collaborated with Jonathan Geels, the President of Troyer Group, a community-oriented architectural firm based in Indiana, to strategize and execute a complete redesign of their website and online presence.

In collaborative discussions with Jonathon, I gained a better understanding of the company's mission, culture, and business goals. I then developed strategies for our team to optimize the website effectively to communicate these elements more clearly, enhance Troyer’s brand awareness, and ultimately generate new leads.

Approach

Troyer Group underwent a rebranding with Pathfinders, and this new brand direction and messaging inspired our UI/UX approach.
Our content strategy and navigational restructure were informed by SEO and AEO research, customer/persona insights, and a deep review of their website analytics and search performance.
Awards and testimonials were incorporated to communicate trust and social proof, and were strategically recommended to boost discovery in AI-driven search.
Because the client wanted to maintain their own website content following launch, we recommended a custom WordPress solution, and the client agreed. The WordPress site utilized a mobile-first design, stylized imagery that differentiated Troyer from its competitors, and an updated content strategy to ensure that the new site was well-organized and easy to navigate.
The website was fully ADA-compliant, which ensured accessibility, improved search and user experience, and aligned with Troyer’s brand values.

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.