International Code Council website designed by Verve Marketing Group

Website redesign solves user difficulties in finding content and creates a path for visitors to upgrade from free content to the client’s subscription platform.

Client

The International Code Council develops the building codes and compliance standards used to ensure safety in the U.S. and abroad.

The Challenge

Site visitors were finding it extremely difficult to find the code they needed. This was not only a problem for users, but a major problem from a business perspective as online use of the free code is often the first step in upgrading to purchase use if the ICC paid code platform premiumACCESS™.

What We Did

Verve developed key audience personas and user paths for the diverse audience of users which include building inspectors, architects, and contractors. With that foundation, we completely redesigned the online building codes section of the ICC website to create a seamless experience from site entry to finding the desired building codes and standards through to upgrade options for purchasing the paid code platform and print editions in the online store.

The Results

• Site visitors can now go to a single page and find every type of codebook with a sidebar filter.

• A comprehensive program of CTAs moves users of the free online code through to trial and purchase of the paid code platform. This includes a dedicated landing page from which CTAs drive to and free trial offers along the customer journey.

• The Store page was redesigned to visually carry over from the codebook Search page to create a seamless experience from free code usage through to product search and purchase.

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