Choose New Jersey hired Princeton Partners to enhance lead generation, create content, and build a new website to serve as the center of its marketing efforts and business goals.
The existing website had many pages that were buried four or five clicks deep. As a result, the site functioned as a source of information but didn’t tell a compelling story.
After reviewing the information and interviewing the Choose NJ staff, we concluded that New Jersey has many desirable features but what makes New Jersey truly unique is how those features work together.
With that insight, we developed a more intuitive information architecture, simpler navigation, and a site flow that offered a compelling narrative, leading to a bounce rate reduction of 88%.