Newpath Service Page Redesign
Newpath Web
Agency, UX/UI, SEO
Oct 2024
Elevating service pages for clarity & conversion
Revamped Newpath’s service pages with modern layouts and SEO-optimised structure.
Overview
Revamped agency service pages to improve usability, SEO, and conversions.
Challenge
Previous service pages were text-heavy and poorly structured.
Approach
Introduced modular sections, clearer hierarchy, SEO-optimised content blocks.
Result
Cleaner, modern service pages with improved engagement & enquiries.
"A service page shouldn’t just explain what you do — it should frame why you’re the right choice to do it."
Newpath Web’s service pages had fallen into a trap common to digital agencies: they were text-heavy, internally focused, and poorly optimised for SEO. The content described services, but didn’t connect them to client needs or drive conversions.
My task was to modernise the service page design while balancing clarity, search visibility, and conversion. I began with an audit of competitor sites and analytics on Newpath’s current performance. The findings were clear: bounce rates were high, pages ranked inconsistently, and users weren’t taking the next step.
The solution combined structured storytelling with modular design. Each service page was broken into predictable, reusable sections: hero with value proposition, problem statement, service overview, proof of credibility (case studies, testimonials), and strong calls to action. This hierarchy ensured that no matter the service, users could scan the page quickly and find what mattered to them.
SEO was built in at the design level. Headings followed semantic hierarchy, content blocks encouraged keyword-rich but natural copy, and metadata was designed to boost search engine ranking. The design system also ensured pages could expand or contract without losing coherence — important for an agency that regularly introduces new offerings.
The new pages are visually cleaner, easier to scan, and deliberately geared toward conversion. Enquiries increased, average session times improved, and the design system gave Newpath a consistent, scalable way to present its expertise. By shifting the focus from “what we do” to “why it matters to you,” the pages became a more effective sales tool.
My task was to modernise the service page design while balancing clarity, search visibility, and conversion. I began with an audit of competitor sites and analytics on Newpath’s current performance. The findings were clear: bounce rates were high, pages ranked inconsistently, and users weren’t taking the next step.
The solution combined structured storytelling with modular design. Each service page was broken into predictable, reusable sections: hero with value proposition, problem statement, service overview, proof of credibility (case studies, testimonials), and strong calls to action. This hierarchy ensured that no matter the service, users could scan the page quickly and find what mattered to them.
SEO was built in at the design level. Headings followed semantic hierarchy, content blocks encouraged keyword-rich but natural copy, and metadata was designed to boost search engine ranking. The design system also ensured pages could expand or contract without losing coherence — important for an agency that regularly introduces new offerings.
The new pages are visually cleaner, easier to scan, and deliberately geared toward conversion. Enquiries increased, average session times improved, and the design system gave Newpath a consistent, scalable way to present its expertise. By shifting the focus from “what we do” to “why it matters to you,” the pages became a more effective sales tool.
