Donna Balzer is passionate about gardening. Donna loves helping experienced growers and new gardeners learn more about growing in a ‘No Guff’ kind-of-fashion. Donna is horticulturist, speaker and author. Her old web site was a DIY style site on Squarespace which was not converting: email sign-ups were low and it was failing to convey who Donna is and the wealth of experience and knowledge she has to share with the world. Donna is a regular guest on CBC radio in Alberta and host of internationally aired Bugs & Blooms on HGTV. When Donna approached me about new branding and web site, I immediately connected with her as a person and with the aesthetic she loves. This was my first project of 2017. It has been one my favourite projects. A great beginning to the year! I’m so excited to share it.
The first thing I did was change her old website URL to donnabalzer.com. Donna is a bit of a celebrity in the gardening world so we needed to create a recognizable personal brand that opened up more professional opportunities and Industry recognition. Donna has a great personality – she is a fabulously fun person. I infused her new branding with colour, fun and imagery that represents her and her gardening.
Before meeting Donna, I had seen one of her books and I loved the illustrations by the amazing Mariko Patterson. When we had our first meeting she told me she had all the illustrations from the book available to use. YAY! I was really excited. My inspiration for her logo came from the very simple illustration of a trowel Mariko had drawn for the No Guff Gardening book. A hand drawn font with simple earth tone colours helped the identity come together.
Donna’s old site had an unbelievable amount of content – most of which was not being seen. The site needed a clear message to better represent who Donna is and establish her credibility. Our first goal was to increase sign-ups to her e-mail list. By creating an enticing opt-in and repeating it on each page, we were able to connect with the website visitors who were interested in Donna’s marvelous newsletter and Gardener’s Gratitude Journal. To increase her speaking appearances I created a Speaking page that works as a media kit for anyone interested in having Donna speak at their events. We added a simple appearances page so her fans could find out where she is speaking next. We needed to organize Donnas blog categories to make it is really easy for her viewers to find what they are looking for. We added an e-commerce shop so Donna could sell her book and some of the favourite products she loves.
So far Donnas opt-ins have increased 300% over last year! We will continue to work with her on growing her list and marketing DonnaBalzer.com