The Problem
ShelfGenie, a custom glide-out shelving provider, needed a digital presence that drove localized lead generation across its franchise network — for a core demographic of older homeowners seeking accessible home solutions, a group whose accessibility needs most consumer sites treat as an edge case rather than the primary user.
My Role
I built the interface around a dual-tabbed lead capture form — “Book Online” or “Request a Call” — because the target demographic often prefers speaking to someone over filling out a form, and forcing one path would have cost conversions outright. I prioritized high-contrast CTAs, larger legible typography, and trust indicators like a Lifetime Guarantee badge and NAPO partnership, then built a modular component system to house localized data — specific neighborhood teams, like ShelfGenie of Portland — without a redesign for every franchise location.
The Result
The platform now converts localized traffic into booked consultations across the franchise network, using the same accessible component library at every location — proving accessibility and conversion optimization were never actually in tension here, just treated that way by default.
