Group Pages
strategy & design
With a vast amount of locations, many under the same name or brand, Dignity Memorial provides what we call "group pages" where customers can search for a location due to brand loyalty. This template is also used as a geo-group page where locations are presented based on city and state. The goal was to improve SEO ranking, page metrics, and its general use as a landing page. The redesign was broken up into three phases to accommodate our sprint timelines.
At first glance, the group page template looks inviting. However, it wasn't serving the right purposes. The hero image, while grand, prioritizes one location when this page is meant to represent, in this case, six locations.
The goal is for a customer to visit a location page, yet a competing form is featured, and the location listings give no visual reference to where they are actually located.
I kept the page light and airy to aim focus on the task at hand. Map and list view tabs allow users to pinpoint a location for more information. Certain amenities are highlighted as a filter to aid with discoverability, while the use of iconography lightens the seriousness and nature of what our customers are here for.
Also highlighted are the areas that are served, which gives relevancy and important keywords for the page.
On mobile, a sticky header helps prevent long lists of locations from feeling overwhelming and never ending.
