March 9

Upping the UX Game with New Charter Pages for Jefferson Lines

Creating a user experience that’s easy to navigate and gets passion points across — i.e. really showcases the core message and helps the visitor connect with the webpage — is something we really strive for in any site design. So when Jefferson Lines, one of the nation’s top intercity bus operators, came to us needing to revamp its charter service pages for Billings, Montana and Minneapolis-St. Paul, Minnesota, we immediately knew what we had to do.

Getting Specific

For starters, instead of having just one general charter landing webpage (as had existed in the past), we knew it was important to have two distinct ones that were location-specific. That way, we could craft a user experience that would really connect based on the viewer’s desire to use Jefferson Lines’ charter services in or around the specific cities — whether it be Billings or Minneapolis-St. Paul.

Emphasizing Amenities

Getting to and from a place is the obvious goal, but when you rent a charter bus, you look for added amenities that make the experience comfortable and extra enjoyable. To help highlight on-board amenities, we created icons for each, helping them stand out, rather than featuring them in paragraph form:

Showcasing the Experiences of Others

When potential customers are considering whether or not to buy into your services, they’re looking for reassurance. Testimonials build trust by showcasing the positive experiences others have had, so we added a slider featuring them:


We crafted the latter half of both charter pages to be based on needs — the reason people would want to rent a charter bus in the first place. Included were sections covering functions related to:

  • School
  • Business
  • Convention or Event
  • Church & Civic Groups
  • Wedding

Under each, we not only described how renting through Jefferson Lines would succeed in helping the interested parties have a successful event, we also related each section to the specific city. For example, the Minneapolis charter page’s school paragraph mentioned both the Minnesota Historical Society and the Science Museum, and the Billings charter page’s school paragraph mentioned Moss Mansion and the MSU Billings campus. This way, we knew either A.) The potential customer would be able to relate due to familiarity with the well-known locations mentioned, or B.) They would actually be looking to use charter services to one of the locations. Whichever the case, emphasizing well-known locations throughout both cities would help the user connect.

Next Step in the Buyer Process

When renting a charter bus, a one size fits all approach for the purchase price doesn’t work. Therefore, it was important to make it simple for the user to get a quote with an easy-to-use contact form on the right side of the webpage and a way to link back to it at the bottom of the webpage.

Overall, revamping and redesigning the two location-specific charter pages has helped Jefferson Lines receive more conversions and increase their bottom line. Check out a screenshot of the entire Minneapolis page below.