Resources for clients
& prospects
I improved the website of a B2B legal software company after a merger. I fine-tuned the messaging to align with the new corporate identity, simplified the navigation, and crafted an inbound marketing strategy to engage potential clients.
TYPE
Commercial website
MARKET
Corporations, Healthcare, Government, Law Firms
LENGTH
7 months
YEAR
2022
Team
1 Senior Executive
Me, as a Project Manager & Content Designer
1 External Visual Designer
1 Graphic Artist
1 External Frontend Engineers
Skills
Competitor Research
Information Architecture
Ideation & Sketches
Wireframing
UX Writing
Search Engine Optimization
Stakeholder Alignment
A Story for Context
There are so many possible stories for this project, I picked just one as an example.
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Let's imagine Jean, a diligent compliance officer at a prominent healthcare organization. His primary objective this year revolves around facilitating the proper classification of protected health information within his organization's files. With a commitment to ensuring compliance with stringent HIPAA regulations, Jean embarks on a quest for solutions, scouring the web for innovative approaches to achieve his goal.
Problems
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The content duplication across numerous pages on the existing website led to confusion regarding the offerings and hindered smooth navigation.
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Operating within an industry characterized by a sales cycle spanning 6 to 18 months, our imperative was to craft tailored content capable of enticing prospective clients at every stage of their long decision-making journey.
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Given the intricate nature of our products, which often necessitated extensive explanation, we faced the challenge of effectively conveying their value through web-based platforms, where brevity and clarity are paramount.
Goals
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Crafting a website that seamlessly provides valuable guidance to existing clients while effectively assisting potential customers in determining the suitability of our company's solutions for their needs.
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Meeting lead generation targets.
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Enhancing brand visibility.
Process
Research
To begin, I interviewed stakeholders, including C-Suite members, sales leaders, learning team heads, and HR representatives, to understand their vision and their objectives objectives.
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Next, I researched intranet and competitor websites to gather messaging insights and explore positioning strategies. I also sought inspiration from websites I liked and gathered stakeholder opinions on them.
Keywords
I analyzed search engine metrics for industry keywords to inform content strategy.
After brainstorming key information points, I validated them with stakeholders and organized them into categories aligned with market language and SEO keywords.
From these categories, I developed multiple information architecture options and solicited feedback for refinement.
Design
I outlined specific goals for each page or information category, such as:
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Guiding visitors from Solution pages to relevant Product pages.
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Encouraging visitor conversion through form submissions to access guides.
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Facilitating service consultation conversions.
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Directing visitors from Resource pages to relevant training courses.
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Navigating visitors seamlessly from the About page to the Careers page.
With these goals in mind, I created wireframes. For each page catgory, I outlined the content hierarchy, content structure, and overall page layout.
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From the wireframes, a consulting visual designer crafted several mockups giving us many style options. We presented them to a few clients and internal stakeholders for feedback, selecting one for implementation.
Product pages targeted industry-specific keywords, catering to informed visitors further along the sales funnel.
For example: PHI Classification Tool for Healthcare.
Solutions pages were to be used for visitors to connect the problems they were experiencing to potential solutions. The SEO strategy on these pages was oriented toward keywords that could be used when asking a question.
For example: How to ensure the classification of protected health information? The pages would be organized by market segments and use cases.
Collaborating closely with stakeholders, I refined the content, which was later approved by the C-Suite. Working with a graphic designer and a videographer, we integrated relevant images and videos to enhance and complement the content seamlessly.
Testing & soft launch
The testing phase commenced with a soft launch, during which the new website operated concurrently with the old one, accessible exclusively to employees.
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All team members were encouraged to explore the new site and contribute feedback or report any issues through a dedicated ticketing system. I meticulously reviewed each page, rigorously tested functionalities, and promptly communicated identified bugs to the agency developers for resolution.
