ADL.ORG Website Relaunch
PROJECT: I was brought on as the UX content strategist to assess the content flow, develop the information architecture and complete an SEO content audit for the Anti-Defamation League website relaunch slated for 2022.
DATE: 2021
APPROACH: Information Architecture, UX Writing, Content Audit, SEO, Content Strategy
Website before the relaunch
The previous homepage and main navigation was causing confusion for visitors about where to find resources.
THE CHALLENGE
Despite ADL.org ranking on the first page or top option in organic search results for multiple articles and educational pages, new users left the site quickly. A complex website hierarchy buried swaths of free online resources, making the website difficult for educators, journalists, and organic traffic visiting site to find more information. I needed to further examine the goals of the site’s segmented visitors to improve the user experience and encourage people to return to the site as a trusted authority. The team also requested ideas to improve the donate menu to streamline the ways to support the nonprofit.
THE SOLUTION
I collaborated with development teams, UX designers and various departments at the nonprofit to understand what functionality the site was missing while adhering to the brand tone and guidelines.
Top initiatives:
Developed the site’s information architecture: Mapped the flow of visitors and segmented the organic traffic to understand the different needs of the three target audiences for the site. I collaborated with the UX designer to wireframe the website hierarchy by structuring all the sections to streamline the main website navigation menu. The process required incorporating feedback from the design team and clients.
Evaluated visitor needs: Separate content funnels to better understand page views, engagement rates, and where to improve bounce rates for return and new users. Restructured the “News” blog, an educational and research-focused content archive that attracted a great deal of organic traffic but struggled to keep readers on the site.
Identified high-yield SEO keywords: Evaluated and targeted over 10,000 pages of educational content in the blog and student resources, Outlined an organic SEO strategy roadmap to target areas of growth and update or remove low-performing pages.
THE RESULT: ADL.ORG
SUCCESS STORIES:
We streamlined the primary navigation to five options instead of seven, therefore, making the donate button more prominent as a result. I also contributed action-oriented submenus to keep the navigation streamlined and focused on the messaging of the brand. Achieved 2 million visits monthly with improved navigation clarity.
Following the relaunch, ADL.org gained more attention in SERPs and Google pulled answers from the site’s resources. We replicated this win on multiple other pages and validated the updates for target keywords.
Visit the full website: ADL.org
CoCo Consulting Website Launch
Project: Former client recommended me to inclusivity and leadership coach Valentina Coco to assist with the launch of her new site. The Switzerland-based founder wanted to build brand recognition for in-person and remote trainings.
DATE: 2020-2021
APPROACH: Content Strategy, SEO, UX Writing
THE CHALLENGE
Distinguish Coco Consulting from other executive coaching and leadership courses within Switzerland. Wanted to highlight her unique value proposition for workplace coaching that builds more empathetic teams and equips leaders to promote employee well-being. Messaging and keywords needed to focus on building the high-trust, high-performance concept. The business model also needed to adapt as the launch occurred at the start of the pandemic, limiting in-person coaching and international travel.
THE SOLUTION
Built an SEO keyword strategy building on the inclusive leadership model, incorporating the messaging using best practices and language extrapolated from conversations with the founder.
Collaborated with the website developer, based in Mexico City, on the discovery process to inspire and inform visitors about how the high-trust model is differentiated in the coaching space.
Developed a cross-platform content strategy, resulting in individual goals and services to target with ongoing outreach across targeted social media platforms, the founder’s podcast, and a newsletter.
The Result:
SUCCESS STORIES:
Coco Consulting continues to evolve with the business and beyond the initial launch, including the founder’s focus on neurodivergent individuals and blog posts that bolster the brand profile.
See the full site: CoCoConsulting.ch