Helping Wightman increase website conversions by 284%

Wightman, a telecom company with over 100 years in business, approached us with an outdated website that made it difficult for users to navigate their TV, internet, and phone packages. We redesigned the site with a focus on clarity, usability, and conversion optimization, creating a seamless experience that positions them to scale their digital marketing efforts and drive measurable growth.

Doing a complete A-Z transformation of Wightman's website

Wightman approached us with a clear challenge: their existing website wasn’t resonating with younger audiences, and their loyal, older customer base was no longer driving growth. They needed a digital experience that could attract new users while improving retention among existing customers. We redesigned the site with a focus on clarity, intuitive navigation, and conversion optimization—positioning Wightman to expand its reach, retain more customers, and drive measurable results through digital.

Platforms

Web (Responsive)

WordPress

Roles

UX/UI Design

Copywriting

Digital Strategy

Icon/Illustration

Web Development

Deliverables

Responsive Web Design

WordPress Development

“ThrillX was great at what they did. They took my vision and created a site that exceeded my expectations. They were professional and personable. ThrillX talked to me on the same level instead of using technical language. Our SEO has improved extremely. We used to be on page two of search results for internet service providers in one of our service areas, and now we’re on page one. The feedback was amazing. Our web traffic and click-through rate increased, too.”

Brittany Weber

Marketing Manager, Wightman Telecom

The Results

284%

Increase in conversions

97%

Increase in average time on page

-42%

Decrease in bounce rate

Before

After

Global Design System

Wightman’s previous website and branding no longer reflected the company’s century-long legacy of trusted service or its growing role as a modern telecom provider across Ontario. While deeply rooted in community, the outdated design made it harder to connect with today’s digital-first audience. Wightman needed a fresh, approachable aesthetic that conveyed reliability, local warmth, and professionalism. We developed a clean visual identity that incorporated friendly visuals, warm tones, and intuitive layouts—creating a modern digital experience that stays true to Wightman’s community-focused values while supporting future growth.

Research and Discovery

Wightman serves a broad audience—from older customers who value personalized service to younger, tech-savvy users who expect fast, self-serve digital experiences. They also offer business solutions for internet, phone, and TV, requiring distinct journeys for commercial users. Through stakeholder interviews and discovery sessions, we uncovered the needs of each group, helping us design a site that’s intuitive, accessible, and effective for every customer segment.

Mapping out the user-journey

As part of our process, we created a detailed user journey map that outlined the emotions, needs, and pain points across each key stage—from the moment users became aware of Wightman, to browsing the website, making a decision, and post-purchase engagement. This helped us identify opportunities to build trust early, streamline decision-making, and ensure continued support after conversion.

Deep-dive into the current state

Before touching a single pixel of design or code, we analyzed Wightman’s website analytics to understand user behavior and engagement patterns. One key finding from the scroll map was that the majority of visitors weren’t scrolling past the fold—meaning critical information was being missed entirely. Combined with data on traffic sources and page performance, this insight helped us rethink content hierarchy and ensure the most important information was immediately visible and actionable to users.

Heatmap and scroll map analysis for data-driven insights

We discovered through click maps that the key calls to action on Wightman’s site, particularly in the hero section, were underperforming. Very few users interacted with the “Get Started” button, while a large portion of clicks were directed at non-interactive elements, suggesting confusion or poor design clarity. Additionally, similar to the scroll map findings, we saw that around 70% of visitors didn’t scroll past the top fold. This pointed to a need for better placement of critical actions and more intuitive user flows to guide visitors through the journey.

Low-fi Wireframes

As we do for all custom design projects, our team created a rough mockup of the website in a prototyping tool first before it was developed. This helped The Lion Group team see the layout of the website at every stage and provide feedback iteratively. We also hosted weekly meetings with the team so they could see the mockups converted to full-fledged designs firsthand. It also enabled our internal design team to plan the information architecture, visual hierarchy, and overall design of the site quickly without getting too bogged down in the details, which are more relevant for the development phase.

Homepage

The homepage was designed to serve both new and returning users. For new visitors, we focused on clearly articulating the ease and benefits of switching to Wightman, with multiple value propositions showcasing the advantages of their internet, TV, and phone services. For returning users, we prioritized quick links to relevant pages like bundles, packages, and offers, ensuring easy access to frequently visited content. The Services page, being the second-highest viewed after the homepage, was crafted to communicate Wightman’s end-to-end solutions, highlighting their dual model for both residential and business customers through engaging design and copy.

Optimized and streamlined navigation

We focused on creating a streamlined navigation experience that clearly highlighted the main offerings: internet, TV, phone, mobile, and support. To ensure easy access for both residential and business customers, we included a secondary navigation menu that allowed quick toggling between these categories. We also catered to additional user needs by incorporating login, “My Wightman,” and career options in the secondary nav. Given the variety of services and products offered, we designed a mega menu to organize everything by category, ensuring users could easily find what they needed.

Internet packages

The internet packages section was one of the most critical and important services for Wightman, so we focused on creating a robust, user-friendly experience. We developed a backend system that tailored package options and pricing based on the user’s postal code, ensuring relevance and accuracy for each visitor. Each package was clearly labeled according to its category, with multiple selling points prominently displayed, making it easy for users to compare and choose the best option for their needs. This approach helped simplify the decision-making process and ensured that users found the most suitable package quickly and easily.

TV Packages

For the TV packages page, we created a seamless user experience that clearly displayed different package options, including details on add-on channels and what’s included. We also added a “Search Channels” feature, allowing users to quickly find specific channels and see their availability with Wightman. This made it easy for users to explore and customize their TV service options with ease.

Internet Page

For the internet packages page, we simplified decision-making with a clear comparison table—addressing a major confusion point from user interviews. Visitors could easily compare speeds, features, and pricing. We also included key value props throughout the page to help new users understand the benefits of switching to Wightman, like local support, reliability, and easy setup. Packages were personalized based on postal code for relevant, accurate options.

Support page

We completely transformed the support page into a true resource hub for Wightman customers. It now features quick link navigation, trending topics powered by backend data on top-viewed articles, helpful video content, and a comprehensive user guide section—making it easier than ever for users to find answers and support on their own.

Mobile Design

With 40% of users viewing the website on mobile, ensuring the mobile experience was as good as the desktop was essential. We created mobile specific designs and style guides in Figma that made hand-off to our internal development team seamless.

Helping Wightman attract new customer segments with a conversion-focused machine

To support Wightman’s growth, we built a website designed not just to inform—but to convert. From clear value propositions for first-time visitors to streamlined journeys for returning users, every element was crafted with performance in mind. The result is a digital experience that positions Wightman to attract and engage new audiences while supporting long-time customers with ease.

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Frequently Asked Questions

Why did a 100-year-old telecom like Wightman redesign its site?

Wightman’s old site wasn’t resonating with younger audiences, while its loyal older base was no longer driving growth, and the site made TV, internet, and phone packages hard to navigate. ThrillX delivered a full WordPress redesign focused on clarity, navigation, and conversion.

How did the site handle complex TV, internet, and phone packages?

Through a category-organised mega menu, a postal-code-based system that tailors package options and pricing, channel search for TV, and clear comparison tables for internet plans.

What results did the redesign achieve?

A 284% increase in conversions, a 97% increase in average time on page, and a 42% decrease in bounce rate.

Which platform is the site built on?

WordPress, with a responsive mobile experience.