Damco Digitals
Damco Digitals
A UX redesign of Damco Digital’s website to improve usability and structure.
A UX redesign of Damco Digital’s website to improve usability and structure.
Overview
Overview
Damco Digital is a performance marketing agency specialising in lead generation for local service businesses - HVAC, roofing, dental, legal, home services. Their offering is genuinely strong: a structured blend of SEO, paid media, and Answer Engine Optimisation that keeps client pipelines full across slow seasons and competitive markets. Led a full UX redesign across the homepage and AEO service page, stripping back the complexity, restructuring the information architecture around user intent and rebuilding the visual hierarchy to guide audience from problem awareness to conversion in a single, purposeful scroll.
Damco Digital is a performance marketing agency specialising in lead generation for local service businesses - HVAC, roofing, dental, legal, home services. Their offering is genuinely strong: a structured blend of SEO, paid media, and Answer Engine Optimisation that keeps client pipelines full across slow seasons and competitive markets. Led a full UX redesign across the homepage and AEO service page, stripping back the complexity, restructuring the information architecture around user intent and rebuilding the visual hierarchy to guide audience from problem awareness to conversion in a single, purposeful scroll.
Services
UX Strategy · Conversion-Led Web Design · Information Architecture · Interaction Design
Stack
Figma · Framer · Claude · Figma Make
Industry
B2B · Digital Marketing · Lead Generation · AEO & SEO Services
Challenge
Challenge
The original site opened with "We promise to deliver the results you want" - a headline so generic it told the user nothing. Below it sat twelve navigation destinations, dropdown-heavy and sorted by service category rather than user intent. Social proof was buried behind a "Success Stories" link. The AEO offering - Damco Digital's sharpest differentiator, didn't exist as a page at all. The site was designed for a client who had already decided. Not for the prospect who was still deciding. The problem wasn't the service. It was the experience of discovering it. The existing website, a dense, navigation-heavy WordPress build, was architected around the agency's internal service taxonomy, not the user's decision-making journey.
The original site opened with "We promise to deliver the results you want" - a headline so generic it told the user nothing. Below it sat twelve navigation destinations, dropdown-heavy and sorted by service category rather than user intent. Social proof was buried behind a "Success Stories" link. The AEO offering - Damco Digital's sharpest differentiator, didn't exist as a page at all. The site was designed for a client who had already decided. Not for the prospect who was still deciding. The problem wasn't the service. It was the experience of discovering it. The existing website, a dense, navigation-heavy WordPress build, was architected around the agency's internal service taxonomy, not the user's decision-making journey.
The core information architecture shift & Visual Language of DD
The core information architecture shift & Visual Language of DD
The most significant design decision in this project wasn't visual, it was structural. Replacing a twelve-destination navigation built around internal service categories with an intent-sequenced user journey built around how prospects actually make decisions. That single architectural change cascades through every interaction on the site: users arrive at relevant content faster, with less effort, and with more confidence in where they are.
The most significant design decision in this project wasn't visual, it was structural. Replacing a twelve-destination navigation built around internal service categories with an intent-sequenced user journey built around how prospects actually make decisions. That single architectural change cascades through every interaction on the site: users arrive at relevant content faster, with less effort, and with more confidence in where they are.
