Entourage
Restructuring Information Architecture and Conversion Pathways for a B2B Event Marketing Agency's website.
Client
Entourage BD
Role
UX / UI Designer
Year
2025-26
TL;DR
Redesigned Entourage's website to prioritize conversion optimization and organic traffic growth. Restructured information architecture by consolidating redundant pages, elevated social proof to hero sections, and implemented contextual contact forms across service pages. Developed an SEO-driven Insights Hub replacing generic blog content with lead-generating articles. Shifted from mobile-first to desktop-priority design reflecting actual user behavior, while establishing consistent visual hierarchy and interaction patterns across the site.
The Context
Entourage handles experiential marketing and event materials for major brands, generating 2,000+ qualified leads annually across 200+ events. Despite impressive client work with FAANG companies, their website buried strong existing social proof, scattered contact forms across a hidden page, and prioritized platitudes over concrete value propositions. The major problem with the existing site was that it split users into two groups upon entry, negatively impacting SEO and user experience.
The Challenge
How might we transform the website from an informational placeholder into a lead-generation system that reflects Entourage's expertise and builds immediate credibility with enterprise clients?
The tension: corporate clients making six-figure event decisions needed proof of capability upfront since Entourage would be producing material with their branding, but the existing structure forced them to scroll through generic content before discovering Entourage's track record with major brands.
Research & Insights
Analytics audit revealed critical behavioral patterns:
Desktop traffic dominated but design didn't reflect it
Majority of organic traffic came from desktop users in professional environments, yet mobile-first responsive design compromised desktop typography, spacing, and hierarchy.
High bounce rates on key pages
Users abandoned service pages within 30 seconds. Cognitive load from competing font sizes, inconsistent buttons, and buried value propositions caused drop-off before reaching social proof.
Contact form hidden on standalone page
Only 8% of visitors discovered the contact page. No contextual entry points throughout user journey meant lost conversion opportunities.
Heuristic evaluation using Nielsen's usability principles identified systemic issues:
Visibility of system status failures
Form submissions provided no feedback. Buttons linked to page tops without explanation. Users couldn't confirm actions were successful.
Inconsistent navigation patterns
Hamburger menu on desktop hid critical pathways. Navigation structure changed between pages, violating user control principles.
Competitive analysis of B2B event marketing agencies (Freeman, Opus, GenieConnect) showed successful sites led with quantifiable results, featured client logos prominently in hero sections, and embedded contact forms contextually throughout service pages.
Early Iterations
Design Approach
Started with analytics audit revealing desktop-priority traffic contradicting mobile-first design assumptions. Conducted competitive analysis of B2B event agencies to identify conversion patterns, then restructured information architecture by consolidating redundant pages and repositioning social proof to hero sections. Applied F-pattern content layouts matching natural reading behavior while establishing consistent visual hierarchy across all interactions. Built SEO-optimized Insights Hub for organic growth and implemented contextual contact forms with progressive disclosure throughout user journeys, reducing friction at conversion points while maintaining data collection goals.
Visual Identity & Brand Consistency
Maintained Entourage's signature green across all CTAs and interactive elements, ensuring brand recognition while establishing clear interaction affordances. Developed editorial style layouts that conveyed premium positioning: generous white space, high quality event photography, and readable typography reflected the luxury brands Entourage serves. The result: a digital experience matching the caliber of their event execution.
SEO & Content Strategy
Keyword Research & Mapping
Targeted high-intent search terms ("B2B event marketing agency," "experiential marketing FAANG," "event lead generation") mapped to service pages and cornerstone articles.
Technical Optimization
Implemented meta descriptions emphasizing quantifiable results, internal linking strategy between Insights and service pages, image optimization with descriptive alt text. Added schema markup for organization, services, and articles.
Content Templates
Designed premium article layouts with reading time indicators, related content sidebars, social sharing functionality, and embedded contact forms. Each article featured "Questions about this approach? Let's discuss" CTA pre-filled with article topic.
Case Study Development
Created detailed case studies featuring Challenge/Approach/Results format with client logos, testimonials, quantifiable outcomes, and high-quality event photography. Video testimonials from major clients positioned on service pages.
Outcomes
Information architecture consolidation reducing page count by 40% while improving content discoverability
Social proof repositioned to hero sections, appearing within first 500px of user journey across all service pages
Contextual contact forms embedded on every service page with progressive disclosure and context-aware CTAs
Desktop-first layouts with 1.5x white space, 18px body text, and editorial multi-column structures optimized for professional contexts
SEO-driven Insights Hub launched with 5 cornerstone articles targeting high-intent keywords for organic traffic growth
Consistent visual system establishing three-tier button hierarchy and unified typography across all pages
System status visibility through real-time form validation, loading indicators, and interactive feedback on all user actions
