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Our goal was simple. Show the full service mix clearly, lower friction to request a quote, and deliver a site and brand system the team can run day to day.
Michael’s Global Trading in Toronto helps organizations downsize, relocate, or close by handling appraisal, removal, resale, donation, and responsible disposal of surplus assets.
Project Highlights
- Comprehensive audit and consultation across brand, website, and SEO to benchmark UX, messaging, information architecture, and technical gaps, then sequence quick wins and strategic fixes.
- Brand strategy and visual refresh with clearer positioning, voice, and proof points. Refined color and typography. A concise guide and core assets. See our branding.
- Website redesign on a modern CMS with flexible templates for Services, Asset Categories, Industries, Locations, Projects, and FAQs, built with our web design and UI/UX standards so pages stay consistent.
- Sitemap and IA shaped around tasks: what we handle, how it works, service area and timing, and a clear path to request a quote.
- Conversion flows with short, step by step intake, required fields, clear response expectations, phone and email fallbacks, and reassurance copy on insurance, safety, and data handling.
- Trust and compliance modules including process steps, donation and recycling paths, certificates of disposal, and before and after evidence blocks.
- On page SEO foundation for local discovery, including clean titles and headings, an internal link spine, XML sitemap, and Organization and Service schema, with GA4 and Search Console set up. Explore our SEO.
- Performance and accessibility improvements, with mobile first layouts, optimized media, readable contrast, focus states, and keyboard access.
- Training and handover with a live CMS workshop, short how to videos, and an admin guide plus a post launch QA and support window.
Challenges
Liquidation is crowded and many visitors arrive with urgency or skepticism. Older content mixed services with asset types, hid proof and timelines, and made location details hard to find on mobile. Intake lacked clear fields and prompts, which led to back and forth on scope and logistics.
Approach
We mapped the decisions people make, then rebuilt navigation and page models around tasks, not internal labels. A component based system kept service, category, and location pages aligned with our web design and UI/UX patterns. We tightened copy so it reads in plain English, implemented practical SEO, set up analytics, and tuned performance. Light branding alignment kept visuals consistent while the site scaled.
Outcomes
The new experience makes value obvious and action easy, with clearer services, credible proof, simpler quote requests, stronger local search readiness, and a CMS the team can use quickly. Brand Vision added senior support across strategy, design, and search, with handoff and day to day use built in.
This new website is a pinnacle of screen and speed optimization. Our dedication to performance excellence ensures swift loading times and seamless responsiveness, providing visitors with an optimal viewing experience across various devices while enhancing overall site efficiency.
Brand Vision transformed the Michaels Global Trading website with a vibrant new color palette and captivating illustrations. This strategic visual redesign not only enhances the site's aesthetic appeal but also reinforces the brand's identity, creating a harmonious and visually engaging online environment for visitors
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