01
Challenge
A premium digital services agency sought to improve website performance but encountered internal resistance and conflicting views on what constitutes quality content. They already had an award-winning fast, beautiful, responsive, and secure site. What they wanted was a conversion machine that would effectively showcase their unique value and point of view, with aligned site structure and messaging across departments.
The client reached out to me to lead content strategy and provide an expert, unbiased, third-party perspective as they worked through this foundational rebranding stage.
02
Discovery
I conducted a comprehensive audit including information architecture analysis, content strategy assessment, and quantitative research across the homepage, projects, and service pages. I conducted 1:1 interviews with internal team members and strategic clients to identify gaps and validate findings with empirical data.
Recognizing the importance of this work, the client committed to treating the information architecture redesign as a client project and ensuring high availability for internal stakeholders and user research participants so that we could reach engineering-readiness in a month.
During discovery, I also designed a vision exercise for executive stakeholders. Their answers ensured we could align on core focus and strengths, and that the website showcased their ideal client partnerships.
03
Approach
- Identified key user needs
- Created navigation sitemap
- Designed low-fidelity content wireframes for key website touchpoints: Homepage, Services template, Service offering template, About page
- Created a taxonomy mapping directory for the implementation phase
Example of a tactical IA improvement recommended: During the audit, and confirmed by the interviewees, I found that the site navigation design was unintuitive and made clients assume no service-related content was available, resulting in frustration.
Clearly displaying services and potential next steps would prevent user frustration and increase conversions, especially considering the importance of service pages for a B2B provider.
04
Impact
| Conversion optimization through user research | Identified differentiators, conversion blockers, and improvement opportunities, integrating interview insights directly into website information architecture |
| Internal alignment | Established shared language around content strategy across the organization |
| Leadership buy-in | Empirical research to align stakeholders with the need for change |
| Strategic clarity | Uncovered deeper brand identity issues, sparking a parallel Brand Strategy sprint |
05
Client feedback
Senior VP of Growth
“You gave us empirical data with 1:1 interviews among the team and strategic clients. I needed this feedback for them to understand our website isn’t performing in its current state.
I believe all of this work is helping things “click” among the leadership team, and it’s trickling down through the organization. We have a clearer vision about where we’re headed and how we’re going to get there. I really needed your content strategy counsel to give us direction and get us moving.
I liked being led through a proven model. All of us are interested in getting things right and saying things properly. When we do this, we feel aligned, heard, supported, and part of something bigger than ourselves. We learn from one another, and come together as a team. This really only happens when we submit to a process and allow an expert to lead us.”