BrightLocal approached us to redesign + rethink their digital experience at a pivotal stage in their growth. As one of the leading local SEO platforms in the industry, their website has evolved significantly over time, bringing together multiple products, services, educational resources and customer journeys.
Designed alongside internal developers
Website Design & UX Project
Creating alignment across all brand, UI and digital touchpoints
Design System Manual (DSM)
The SaaS Website Challenge
BrightLocal’s existing website contained a substantial amount of valuable SEO equity, educational content and established site architecture that needed to be carefully considered throughout the redesign process.
As an SEO-led business, maintaining and strengthening search visibility was a critical factor from day one. Any changes to structure, navigation or page hierarchy had to support both the user experience and the integrity of their existing search performance.
Alongside this, the business itself was evolving.
BrightLocal were expanding their suite of products and services, introducing new offerings and refining how different customer types moved through the platform. One of the key challenges was ensuring these additions could fit naturally into the wider user journey without creating friction or complexity.
At the same time, BrightLocal’s API-led functionality introduced an entirely new persona to the website, a more technical audience with different motivations, expectations and buying behaviours. The website needed to support these users just as effectively as their existing customer base.
User Experience & Navigation
One of the biggest priorities within the redesign was creating clearer navigation and pathways across the website.
With a growing range of products, tools and service offerings, users needed a more intuitive way to understand where they were, what solutions were available to them and how each product connected within the wider BrightLocal ecosystem.
Working Alongside the Development Team
A key part of the project’s success came from the close collaboration between our team and BrightLocal’s in-house development team.
Rather than working in isolation, the project became a highly collaborative process where design, development and technical considerations evolved together.
The partnership between teams created a much smoother transition from strategy and design into implementation, ensuring the final experience stayed true to both the creative vision and the technical requirements of the platform.
Results & Impact
The new BrightLocal website provides a stronger foundation for future growth, combining improved user journeys, scalable architecture and a more refined brand experience. By carefully balancing SEO considerations, conversion strategy, technical collaboration and long-term scalability, the platform is now better positioned to support increased conversion opportunities across the business while creating space for future services and product expansion.
The redesigned experience also enables more effective audience segmentation, helping users discover the most relevant products, services and content more intuitively.
Through clearer navigation, improved discoverability and a more flexible platform structure, BrightLocal now has a website experience designed not only for current performance, but for continued growth and evolution over time.
Most importantly, the project created alignment between BrightLocal’s evolving brand, product vision and user experience, delivering a website designed for both current performance and future growth.