Key Takeaways:
Overview
A global image consulting brand serving private clients and corporate teams lost significant search visibility and inbound lead flow following a platform migration. Despite strong brand authority, the new site lacked coherent information architecture, a clear user journey, and a content strategy that matched how prospective clients actually searched and made decisions.
My Role
Owned and led the end-to-end web content strategy across information architecture, user journey mapping, content design, SEO, and conversion — collaborating directly with developers and designers throughout.
Key Outcomes
Increased organic search traffic by ~70%
Expanded total search impressions from 10,000 to 40,000
Restored priority page rankings from page two to page one, reaching the #3 position
Generated 7 qualified inbound leads within the first 4 months
Grew email list by 20% in 3 months
The Challenge:
The core problem wasn't technical — it was structural. The site had been rebuilt without rethinking how users moved through it. Content was present but not organized around audience intent. There was no clear path from discovery to inquiry, and the brand's credibility wasn't translating into digital performance. This reframe from an “SEO problem” to a “web experience problem” — shaped the entire strategy.
The Solution:
Information Architecture & User Journeys: Conducted a comprehensive audit of the site experience and customer journey, identifying gaps in content hierarchy, navigation logic, and audience clarity. Mapped distinct user journeys for the brand's two primary audiences — private clients and corporate teams — ensuring each had a clear, intuitive path to conversion.
Content Strategy & Site Architecture: Restructured site architecture to align with user intent rather than internal business logic. Introduced a strategic FAQ hub to capture high-intent search traffic and serve users at the research stage of their journey. Developed a services comparison framework to reduce friction and support decision-making.
Storytelling & Messaging: Refined the brand's core positioning and audience messaging foundation, closing the gap between the brand's real-world authority and how it presented digitally. Ensured consistency of voice and value proposition across all web touchpoints.
Acquisition & Nurture Content: Designed a newsletter acquisition strategy and a gated eGuide to move users from first visit to ongoing relationship — building a content ecosystem that extended beyond the website into long-term audience development.
Cross-functional Collaboration: Partnered with developers on site architecture and technical SEO implementation (metadata, schema markup, crawl optimization), and worked with designers to ensure content hierarchy was reflected in visual layout and UX decisions.