Moburst x SYNLawn: Tailoring a Site for Every Turf Need

How do you design a website that provides a tailored user experience for diverse audiences based on each of their needs? This was the problem we needed to solve for SYNLawn, a world leader in synthetic turf production whose product caters to a wide range of personas such as homeowners, businesses, landscape professionals, and distributors. With over 50 different products, each with a distinct application, we needed to make the content that is relevant to each of these personas easily accessible. Our strategy was simple, yet profound: employ a user-friendly information architecture, ensuring visitors can access the specific solutions and applications they desire with minimal clicks.

We focused on crafting content that caters to B2B and B2C audiences, highlighting SYNLawn's expertise in manufacturing, installation, and maintenance as a true 360-degree offering. This was done tactfully, implementing several key design elements and features to maximize the impact of the website redesign: 1) Persona-Based Navigation: Users are guided to targeted content based on their needs ranging from residential landscaping, athletic facilities, pet turf solutions, to commercial applications. 2) Information at a Glance: Video with key details about each product and application is readily available, minimizing navigation complexity and optimizing the user experience. 3) Extensive Resources: In-depth content explores advanced technologies, sustainability initiatives, and the benefits of SYNLawn's synthetic turf. 4) Dedicated Sections: Separate sections cater to B2B audiences seeking information on partnerships and distribution opportunities and to landscape professionals seeking installation and maintenance resources.

By prioritizing user experience and storytelling through an informative yet easy-to-navigate design, we successfully crafted our messaging and resources to complement the layout. These essential principles were also leveraged across SYNLawn’s golf-focused and multi-language sites, enabling even further content customization around key themes and international markets that will allow the brand to unlock new potential customers around the globe. As a result, we’ve already observed a 28% increase in page views and a 60% increase in views per user since launching the main site. Our team improved the website speed performance by over 200%, leading to increased website engagement and improved brand perception.