thirdAGE

Web design and brand strategy

I lead the redesign of a women's health + wellness site, which included brand strategy and definition, UX/UI, SEO optimization, banner ads, social media, newsletter blasts, and a partnership with a third party traffic partner.

The redesign significantly increased organic traffic and user engagement.

First year performance results:

Organic traffic to the site has increased by 35%
The newsletter audience grew from 6K to 165K
Users are spending an average of 6.45 minutes longer browsing the site
Bounce rate decreased by 11%
Revenue increased by 40% as a result of increased traffic and partnership with discovery platform

STEP 1: BRAND STRATEGY

Organic traffic was low and bounce rates were high. The brand identity lacked definition and user experience needed improvement.

Complete full stack redesign with comprehensive brand identity, including design and implementation of new products - video player partnership, interactive user features, custom and native sponsorships, advanced ad technology - as well as establishing analytics to monitor growth, creating schedules for posts and newsletters, and initiating a partnership with a top content discovery platform to drive more qualified traffic.

STEP 2: SITE REDESIGN

UI

Established brand guidelines, created standard color palates and fonts, then redesigned the layout of the site. The site was made responsive so it would function well on mobile devices and navigation was simplified and made available across every page.

UX

Restructured content into categories with intuitive navigation throughout the site, images added across the site to increase engagement, a ‘related articles’ section featured on every page to encourage users to cycle through more content, and revenue-driving content was featured.

STEP 3: VIEWABILITY + FUNCTION

SEO

Best SEO practices were installed, with a focus to improve indexing and discoverability. Worked closely with authors to add and standardize meta elements, created posting guidelines to maintain the style, and worked with engineers to optimize SEO processes internally.

STEP 4: DISCOVERABILITY

Organic traffic

Initiated partnership with a top content discovery platform, increasing traffic and discoverability, as well as generating additional revenue.

INTERNAL DRIVING BANNERS

STEP 5: ENGAGEMENT + GROWTH

Social media

Addition of new brand assets to existing social media accounts, as well as creating accounts on platforms that were not being utilized. Implementation of a comprehensive posting calendar with automated posting.