Our goal was to distinguish the offering from testing companies, emphasizing the tailored approach our client offers to interpret DNA test results. We also tried to stay away from technical jargon unless absolutely necessary. As part of our first iteration, we have the copy aimed at persuading the viewer to contact the business for more information about their offerings.
We derived the color palette from the logo we designed for them. We chose a font pairing that was readable and had a slight touch of history about it. We spent a good deal of time working with the client to choose the right photos to complement each section of text. The design played an important part in visually touching on the client's process for uncovering the depth of DNA test results for people.
For this first iteration of the website, we submitted the sitemap to search engines, added meta tag data and other technical optimizations. Once we add products in the next iteration of the website, there will be further work done such as implementing schema markup.