Audit of original site

• The homepage lacked visual hierarchy, with all sections—galleries, blog posts, and services like Print-on-Demand—presented as identical image tiles with text overlays. This made it difficult for users to distinguish content types or understand priorities at a glance.

• The page was not easily scannable. It offered no long-form or authoritative content to establish expertise or guide the user journey, resulting in weak SEO value and low engagement depth.

• The excessive use of all-caps typography created a sense of visual noise, conveying an unintentionally aggressive tone. As a result, it reinforced the UX principle that when everything is emphasized, nothing truly stands out.

• The design missed opportunities for social proof, lacking visible callouts or logo placements for notable clients such as BBDO or Microsoft—key credibility drivers for enterprise and agency audiences.

• The UI treatment was inconsistent and low-contrast, relying heavily on grayscale buttons and action states, which undermined accessibility, clarity, and intuitive navigation.

Competitive review

I benchmarked 3–4 peer/licensing platforms (e.g., competitors offering stock imagery/footage) to identify best practices:

• Clear, single CTA above the fold (“Search assets now”, “Browse collection”)

• Use of tertiary accent colors for action-buttons (to differentiate primary vs secondary actions)

• Structured long-form content on home or landing pages to establish authority (e.g., “How to pick stock footage for your campaign”, “Licensing explained” )

• Accessibility features built-in (keyboard focus states, high contrast UI, adjustable alt text)

• Streamlined user-flows from homepage → search results → license purchase, with minimal distractions or modal overloads.

Updates

• The homepage now clearly differentiates content types: the revamped Services area is visually distinct from content tiles (blog, galleries) and features teaser copy plus direct links, enabling scalable expansion of service offerings.

• Navigation and user flows have been simplified and streamlined, guiding users from awareness to action with reduced friction and cognitive load.

• The design system now incorporates a defined tertiary accent (green) for primary actions, which enhances brand recognition and provides a consistent visual cue for actionable items across the site.

• ADA-compliance and readability have been elevated: accessible contrast ratios, proper semantic headings, descriptive alt text, and keyboard-friendly interactions create a more inclusive experience.

• The UI has been modernised with a cleaner layout, simplified color palette, and clearer typography—resulting in a faster-loading, visually ordered, and intuitive site that drives higher engagement and SEO performance.