A Brand Refresh & New Site Design Helped This Brand Increase Sales Conversions
You know that feeling when you see that item on your to-do list and you’re filled with instant dread? The one that feels like the Sunday Scaries, except it’s Tuesday at 3 PM, and you’re on your third cup of coffee and still can’t manage to get the ball rolling.
We get it — design work is a major pain point for tons of biz owners. Trying to keep up with being your own CEO, CFO, CMO, and everything in between, is exhausting. The pressure to be all the things is real.
If you’ve been feeling that pressure too, you’re not alone! Christina Scalera, a client we’ve been working with for years, had been wanting to upgrade her brand for The Contract Shop® for a while. She knew that, with a brand refresh and web redesign, her shop could really speak to a new class of customers and see even more growth. So we rolled up our sleeves and got to work.
Over the course of 2021, we not only rebranded The Contract Shop® but also helped design an entirely new website — one that increased traffic, conversions, and time on page for the massive contract template shop.
Meet Christina
Christina Scalera founded The Contract Shop® in 2014 and is a real-life attorney that has created legal templates and courses for creative entrepreneurs, online course creators, consultants, coaches, and more!
She understands one of the biggest dilemmas creatives face — legalese!
Her goal? To help business owners cover their bases while cultivating solid relationships with their clients, without skipping out on the important legal stuff.
The Contract Shop® is the one-stop legal shop for creative businesses owners who don’t want to cut corners. With her biz, you know you’re getting things done the right (a.k.a legal) way!
Working with us on retainer
We’ve worked with Christina since 2018, helping her create graphics for launches, products, social media, and more. (She was one of our very first retainer clients!) As The Contract Shop® grew, Christina also wanted to differentiate herself from other sites out there. “Your design is so clean and professional that it made me look like I was a much bigger player than I was, even when I was just starting out!”
When she started to offer coaching for service-based business owners thinking of creating digital products, she knew it was time to really focus on differentiating the two brands through stronger design and visual identities.
“Graphics and design have always been my weak spot,” Christina admits. “It takes me forever, and I don’t have an eye for it.” Nobody wants to do work that’s outside of their zone of genius, right? So Christina did the smart thing and got help! We’ve been designing for her for 4 years now, with no plans on stopping.
But when Christina wanted to shift The Contract Shop® brand to reflect changes she was seeing in her audience, we knew it was time to commit to a full rebrand and site design.
The transformation
In 2021, we:
Rebranded The Contract Shop®
Because Christina’s audience was “aging” a bit — from newbie business owner to more experienced business owner — she knew that her brand needed to be a tad more elevated. The pinks and light blues of the old brand were a bit too feminine and “hand crafted” for the new vibe, so we leaned into modern gradients or darker blues and greens with pops of warm color. We also updated fonts and decorative elements to be a bit more modern, clean, and easy-to-read. Then, we included more imagery of diverse people in our stock photos.
Redesigned their website
From the home page to their product pages to their about page and everything in between, we redesigned the Shopify site and worked closely with Christina’s web development team to get those designs brought to life. Christina admitted that she “was worried about the design being too pretty to be functional…but you nailed this transition and brand update.”
Updated existing brand collateral
From frequently used graphic templates to updating old opt-ins and site images, we had a ton to update to reflect the new brand and new designs. This was a lot of fun — watching the new brand “grow legs” beyond the website.
Christina and her team were great to work with, and the changes to the brand feel true to the brand’s journey, as well as their changing clientele. Today, The Contract Shop® isn’t just serving new and aspiring entrepreneurs, but established, growing businesses! We love how the new brand really reflects this — and is focused on optimizing what the shop has already built.
The result
A clean, simple, and efficient brand can do a lot for your biz. For The Contract Shop®, that meant updating their branding to be more inclusive and less gender-specific, and it also meant streamlining their site design. We wanted to make sure The Contract Shop® stands out from competitors that have cropped up over the years, as well, and increase buyer faith in their products.
We launched the new shop site in early November 2021, just a few weeks before their biggest sale of the year: Black Friday. This was going to be the ultimate test of our design: How would it stand up? Would people navigate it more easily? And would the new layouts of the product pages help increase conversions?
It did! The Contract Shop® saw upwards of a 5% conversion rate during their Black Friday Sale — almost double from their other sales and existing page conversions. Sales can be challenging, so this is one accomplishment we’re stoked to be a part of!
“That’s just… unheard of insanely good. I credit that to your top-notch design.”
Want to see more from Christina?
If you want more from an expert attorney who’s a pro at helping small business owners simplify legal jargon, you can stay up-to-date with Christina and The Contract Shop® team online or over on Instagram at @thecontractshop.
She also offers coaching programs to teach entrepreneurs and small online business owners how to turn their expertise into digital products that sell. You can learn more from her at instagram.com/christinascalera on Instagram, or visit her website.
Mark your calendars for The Contract Shop®’s annual Black Friday Sale — it’s a “cannot miss.”
Get back to what you do best — with our help
Do you want help elevating your brand or creating a brand that helps you attract the right people and turn them into raving fans? Make sure you take a peek at our brand style guidance services. We’d love to help you rev up your brand and take it to the next level.
