Improving UpKeep’s Website Through UX & SEO

Who is UpKeep?

UpKeep is the nation's leading provider of Computerized Maintenance Management System (CMMS) software used by some of the largest manufacturers, equipment technicians, government organizations, schools, and facility management companies.

The Problem:

UpKeep's branding was scattered and lacked consistency and with 7 different sites, it was hard to keep track of all the different styles.

The Solution:

Simplify UpKeep’s backend operations and frontend experience to provide a fluid user experience to each of its website visitors by creating a unified design system and page templates that can be used across all UpKeep sites.

Developing Upkeep’s site:

The idea was to simplify UpKeep’s backend operations and frontend experience to provide a fluid user experience to each of its website visitors. As a solution, we deployed DatoCMS and Gatsby to provide a truly scalable and efficient website for today's high-growth SaaS companies like UpKeep.

DatoCMS is a headless Content Management System (CMS) that is decoupled from the frontend design.  A headless CMS provides a central interface where content editors can rapidly build, edit, and deploy content without needing engineering resources.

Gatsby.js is the leading frontend website development framework for developing lightning-fast websites that meet Google's 2021 core algorithm update known as Core Web Vitals.

Together, DatoCMS and Gatsby.js provide a truly scalable and efficient website for today's high-growth SaaS companies like UpKeep.

Results

As their Lead Product Designer, I consistently found ways to improve their online presence through an iterative design process. Utilizing the atomic design system, I collaborated with UpKeep to develop a comprehensive design system that provides them complete control using DatoCMS & Gatsby.js.

UpKeep's website has undergone a complete refresh and optimization for SEO, with an emphasis on lead generation throughout the pages by streamlining calls-to-action (CTAs) per page. This rebranding, along with search engine optimization, resulted in a 482% increase in organic traffic on UpKeep's Work Orders Pillar Page and a 1,000% increase in the goal conversion rate (demo requests) on UpKeep's Preventative Maintenance Pillar Page.