Corporate website redesign for a BPO

The Challenge:

In 2025, I was working at a marketing agency in the U.S. when a BPO company from Panama reached out. Their website was outdated and struggled to turn leads into repeat customers. At the time, their monthly website traffic averaged about 1,700 visits, with a conversion rate below 20% and low job application completions. They faced several issues: their products and services felt disconnected, navigation was confusing, and important pages had serious accessibility problems.

Key pain points:

Misaligned audience: The company offered many services, but its content did not clearly show which companies it wanted to reach or what made it stand out.
Low user conversions: Fewer people from Panama and Colombia were applying for jobs because the website was hard to use.
Outdated branding: The company had just rebranded, but they struggled to bring the new look and feel to their website.

It's worth mentioning that our CMO first helped the company with their positioning and sales processes before we started working on the website.

The Solution:

During this project, I focused on three main areas:

First, I took the company’s new branding elements and created practical components and a web style guide. To keep everyone aligned, I led a short remote workshop with their designers and marketers to walk them through applying these assets across the website and other key touchpoints.
Second, I led the UX redesign for the whole website, using the content strategy my CMO developed.
Third, I designed and built the new website in WordPress. For the build, I used the Elementor Pro page builder to create flexible layouts and Advanced Custom Fields for dynamic content management. To optimize performance and security, I implemented caching with WP Rocket and ensured all plugins and components met accessibility standards.

Phase 1

I worked closely with the company’s marketing team to standardize the elements they wanted on the site. After gathering their feedback, I suggested two options for bringing their new brand kit into the website. Once we chose an optimal approach, I built a small UI library in Figma. This helped the team keep things consistent across pages and made future updates easier.

Phase 2

I began by reviewing their user flows to find issues with navigation, accessibility, and conversions. Here’s what I found:

Several primary and secondary CTAs were scattered throughout the site, which could easily confuse users.
Low contrast between text and background colors in several sections.
Poor text hierarchy within the services and industries subpages.
The website layout often broke on mobile devices.

Once I found these issues, I teamed up with my CMO to create new user flows, which we later turned into wireframes. While he worked on the content, I designed the layouts for the new pages. We decided to use templates for the services, industries, locations, and blog pages, while the rest would stay as standalone pages.

Phase 3

Before starting the build, I backed up the current website. I then cleaned up the environment by removing any plugins, widgets, or third-party resources that the website didn’t need. As usual, I set up a standard WordPress theme and made sure the most important parts of the existing site stayed intact.

Since the project was large and my CMO was busy updating content, I needed a flexible design. Rather than following a step-by-step process, I started by building components from the UI library and page templates as the foundation.

I built several sections as global components instead of individual elements. This saved time and made it easier to handle the many revisions and weekly reviews with my CMO and Iterum’s marketing team. To keep the project organized, I created a shared Trello task board to track progress on each page, log feedback, and assign action items after every review session.

I collected feedback from all stakeholders in Google Docs and consolidated comments into clear tasks before each update cycle. As I finished each set of pages, I tested them for performance, accessibility, and responsiveness. After my CMO and the BPO company’s marketing director approved them, I published them one by one.

The Impact:

The website now offers a much better user experience. The layout and content work together to help the main audience navigate the site. Users can easily tell the difference between primary and secondary buttons. The site has a clear element hierarchy, and everything meets web accessibility standards.
Website traffic increased significantly, rising by 30% to over 2,200 visits per month. Within three months, qualified leads jumped by 25%, with a steady flow from companies in the United States and Latin America.
Job applications also jumped from people in Panama and Colombia. With a new brand identity, Iterum connected with people on a personal level and attracted qualified talent to its contact centers.