YP Business Profile Page - Web Redesign
YP.com (yellowpages.com) is a media company dedicated to connecting local businesses with a ready-to-buy audience with nearly 60 million visitors each month in the U.S. In this redesign project, YP is determined to bring a fresh look to the website that hasn't been touch for years and transformed consumer properties from legacy online directories to multi-featured experiences. Check out the live site here.
- Create differentiation between free unclaimed and claimed listings.
- Modernize the design and improve usability with a better information architecture.
- Retain SEO value.
Challenges & Solutions
What would differentiate claimed and free unclaimed listing?
YP valued advertisers and claimed businesses highly, because of this reason, we wanted to make sure their business page stand out more compared to the unclaimed page. Therefore, we came with a set of cover photos for claimed business page to make the page look more dynamic and colorful.
What could we do to increase conversion of unclaimed to claimed BPP?
The claimed link used to be all the way on the bottom of the page. In this redesign effort, we decided to bring it above the fold and make it into a bright orange button so it could be easily seen.
UGC buttons were spread out throughout the page
In the old design, we noticed that add a photo and add a review button were far apart in the page, therefore we wanted to provide a better UGC architecture by grouping those buttons into one section.
How to ensure the new design template work with all categories?
To ensure the new design template worked well across all YP categories, we looked over YP main categories business profile page, such as plumbers, auto, legal, and health. From then, we tried to find the common datas that each categories had and utilize those as the "must haves" into the new design. We also add a customization to specific categories. For example, hotel category has its own custom widget to book a hotel, book a table widget for restaurants, and buy a ticket widget for movie theaters.