Jefferson Lines Website Redesign

Transportation industry website redesign with improved user experience impacts sales and brand perception

Jefferson Lines needed a fresh, modern website that was mobile-friendly and easy-to-navigate for consumers visiting the site to book a trip, track a bus or find more information about riding. To accomplish this goal, Windmill Strategy created a modern, mobile-friendly website that focused on organizing content for the best possible user experience.

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When beginning the website design for Jefferson Lines, Windmill Strategy focused on creating a mobile-friendly site since many of their customers use their phones while traveling. One of the major decisions Windmill made was to create a special “mobile-only” homepage that simplified the site design and drove users to the most important pages they’d likely be looking at on their phones—booking, bus tracking and bus stops.The entire website was optimized for search functionality as another method for users to find the information they are looking for in a quick, efficient manner. Mega dropdowns were added to organize content as well as to add visual interest to the site. The entire site was built on a WordPress content management system to allow Jefferson Lines to easily update their site, while integrating with two different existing third-party systems for ticketing and real-time bus tracking. The modern, mobile-friendly website creates an easy user experience for finding information quickly, at a computer or on-the-go.