Dotterer Disposal Website Redesign Case Study
Dotterer Disposal’s partnership with Wes Web wasn’t about reinventing their business; it was about building a cleaner, more efficient website that made it more convenient for customers to book a dumpster.
With a clear vision, existing website content, and a very responsive client, we delivered the project in three weeks. Every website timeline is unique, but this project is a prime example of what can happen when excellent collaboration meets focused web design.
Project Objectives
Dotterer Disposal had a good reputation in the community, along with good content on their old website. Rather than re-inventing the wheel, we focused our energy on three key areas.
- Designing a cleaner more modern look
- Enhancing the overall user experience (UX)
- Simplifying dumpster rentals booking process to drive conversions
Every design decision was made with one thing in mind: to give visitors the confidence to book a dumpster rental.
Depending on revisions, content creation, and client availability, many website projects take longer. Dotterer Disposal was a different matter. The client already had a lot of the website content prepared and was quick to provide feedback throughout the project, which allowed us to launch the new website in about three weeks time.
This streamlined process allowed us to spend more time refining the experience for users, instead of waiting on project deliverables.
Crafting a More Cohesive Brand Experience
So rather than reinvent the wheel visually, we adopted the existing Dotterer Disposal branding.
Their logo was already green and white so we added a complementary light blue, inspired by skies in many of the company’s real world photos. Their fleet photography always has blue skies with their branded trucks so this added accent color helped to naturally pull the whole website together.
The end result is a website that feels more colorful, more up-to-date, and more connected to the actual work of the company.
Planning For One Clear Goal: Book a Dumpster
The goal of every page on the website is singular: to make it as easy as possible for visitors to reserve a dumpster.
To this end we:
- Achieved less clutter overall with purposeful visual hierarchy
- Placed prominent call to actions on each page of the site
- Formatted information into scannable sections
- Implemented easier navigation so users always know where to go next
- Eliminated unnecessary distractions, allowing visitors to easily find what they need and move toward booking a rental
Real Business Statistics
One of the best things about Dotterer Disposal is that they are a locally-owned small business with an excellent reputation.
The client wanted to show visitors that, although the company may be small, it always delivers great service.
To underline this message, we incorporated it on the homepage:
- Experience in years of dumpster rental projects
- Proof of customer satisfaction through Google reviews
These trust-building elements are positioned high up on the homepage, helping to build credibility before users even start browsing the rest of the site.
Use Real Photography, Not Stock Photos
Local service businesses need to be authentic. We used real photography from Dotterer Disposal throughout the website instead of generic stock photos. We prefer to do this for our customers whenever possible, even if it means light retouching of their mobile device photos.
Photos of the company’s trucks, dumpsters, employees, and work completed help visitors to build trust while also building local SEO by adding unique original content that better represents the business. We also added subtle iconography to the photos to increase legibility without overpowering the visual design.
Dedicated Service Area Pages for Local SEO Boost
Much of this redesign was about helping Dotterer Disposal to rank higher in local search results. Rather than a generic service area page, we developed specific content for the individual towns and counties they serve.
On the main location page, you will find:
- Single service areas
- Main roads and routes of travel
- Powerful calls to action
- SEO-focused local search wording
We didn’t simply list town names; we often reference common routes and landmarks to provide greater geographic relevance for search engines and more useful content for local visitors.
Focus on Conversion Rate Optimization
Good web design isn’t just what it looks like, it’s how it works.
For this website, we applied best practices in conversion rate optimization (CRO) by:
- Dividing long paragraphs
- Making key information easier to scan
- Including obvious calls-to-action throughout each page
- Better visual hierarchy
- Made booking easier
Each enhancement reduces confusion and increases the chances that visitors will become customers.
The Before & After: Dumpster Rental Landing Page Built For Faster Decisions
One of the biggest improvements was to the Dumpster Rental page. The previous version included useful information but was buried in large blocks of text, making it difficult for users to make quick comparisons between dumpster sizes.
Rental Landing Page Before:
Rental Landing Page After:
The new page is divided into neat, easy-to-read sections.
Features we prioritized on this page include:
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- Separate compartments for each size dumpster
- Clear breakdown of pricing
- Simple bulleted lists of features
- Helpful icons for improved scanning
- Actual dumpster size photos next to a human for scale
- Clearly displayed accepted and prohibited materials
- Transparent payment and fee information
The information is presented in a way that’s easier to make decisions and convert rather than having visitors slog through paragraphs of text.
The other big improvement was the online booking form. We didn’t just build a contact form; we built a booking experience that benefits both the customer and the business owner.
The new form includes:
- Calendar of schedule
- Auto-Blocking for unavailable dates and day-before booking required
- Dumpster prices shown directly on the page
- Organized customer information fields
- All client needs in one request
Since going live, the booking system has improved their workflow greatly and has made managing bookings a lot more straightforward, the client reports.
Contact Page Before:
Contact Page After:
The Result of Dotterer Disposal’s Website Redesign
The new Dotterer Disposal website now includes:
- A cleaner, more modern look
- Improved user experience
- More local SEO opportunities
- Real photography & reviews
- Easier dumpster size comparisons
- A simple booking process
- More conversion possibilities
Most importantly, the website now serves as a tool to support both the customer experience and the client’s day to day operations.
Wes and Allie make a great team for sure!
They were very easy to work with, and being semi unfamiliar with my line of work… they really knocked it out of the park.– Isaac Dotterer, Founder of Dotterer Disposal
Get a Quote For Website Redesign Services From Wes Web
Thinking about a website redesign for your service business website? A good website need not be fancy or complicated. It should lead visitors to action and make your business easier to trust.
Wes Web builds websites designed to help small businesses grow, whether you want to boost your local SEO, drive more conversions, or create a better online experience for your customers.
Looking to update your website? Contact Wes Web today to discuss your next project.