ESC Region 13

The content restructuring strategy worked hand in hand with the website redesign and brand redesign processes. Working together with the design and communications team, we first interviewed employees and stakeholders to understand their content needs and goals for their marketing content.

After understanding stakeholders’ content needs and goals, I worked with page scrapers to get a full accounting of all active pages. We then compared those pages with annual Google Analytics data to understand which pages received traffic and which didn’t.

Once we had a full accounting of historical content we worked with our UI/UX designer to create a new, more user friendly, content structure and architecture. The result was a decrease in standalone pages and an increase in grouped content around a shared goal or theme. From there we created page templates based on the content’s positioning in our overall hierarchy.

With these primary landing pages created, we then moved onto creating new landing page templates for marketing-based assets like contract pages, workshop pages, and conference pages. For these pages we prioritized content structure that clearly highlighted dates, prices, and key details, and provided compelling calls to action.

Finally, with all page templates created, I worked with SMEs across departments and teams to create the final landing page content. Together we drafted new content and rewrote old content to fit our new company-wide style guide.