First Redesign in 10 Years
Overhauling a Legacy Website
Overview
As the Director of Marketing & Content, I led Capacity Interactive’s first complete redesign in over a decade, creating a more immersive and seamless experience for website visitors.
The legacy website for the B2B digital marketing agency was built on a cumbersome, custom-built CMS without a cohesive content and UX strategy. To put it simply, it was just words on landing pages! I led a cross-functional team to ensure the end-to-end success of this milestone project.
Main Objectives
Improve user experience for site visitors
Support sales for CI services, products, and events
Improve presentation for case studies, resources, and downloadable content
Improve content management experience for the internal marketing team
Services Provided: RFP Development, Content Audit, Competitive Analysis, Data Analysis, Brand Strategy, SEO Strategy, Content/Copywriting/Design Strategy, Content Migration, QA Testing
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Website Redesign Leadership
As the project and strategy lead for this project, I knew from the start that it was significant and overdue for the company. From my competitive analysis, it was clear that Capacity Interactive (CI) needed better to explain its services, products, and value. The legacy website’s architecture resembled a content marketing company instead of a hirable firm that provides results and solutions.
Additionally, two critical points from benchmarking the legacy site’s analytics emerged:
Sessions were short. We needed to find ways to increase engagement and remove dead ends from landing pages.
Users come to the site for expert insights. But they access the content because they enter directly. We needed to find ways to better facilitate exploration, especially related to the blog and case studies.
In the following sections, I’ll highlight two main priorities of this website redesign with significant business objective goals.
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Priority: Product Landing Pages
Our top priority for this website redesign was the product landing pages, which would assist our sales team in meeting new revenue goals.
Legacy Website
What it Lacked
The legacy website wasn’t interactive and lacked information about the architecture of CI’s partnerships and data-driven results—something companies need when making a case for third-party partnerships.
Redesign
What it Gained
I worked with our website redesign firm to build a flexible template across all service areas and led content and design strategy/implementation for each area. My main goal was to balance information, partnership value, and demonstrating results without overwhelming visitors.
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Partnership Value
I created copy highlighting what CI partnerships entail, making it feel more human and supportive.
Partnership Checklist
These interactive drawers allow visitors to explore what is included in each type of Analytics partnership.
Results-Driven
I worked cross-functionally with Analytics subject matter experts and internal designers to create custom content for each interactive carousel section.
Priority: Case Studies
In my initial conversations with key stakeholders, it was clear that finding case studies and other types of external sales enablement content on the legacy website was nearly impossible. With information-rich resources and a stubborn CMS, key information was also presented chronologically instead of as a callout.
Legacy Website
What it Lacked
The custom CMS wasn’t flexible, and key callout pieces of information were missing. This is crucial in a world with short attention spans, and visitors first scan critical information to decide if they want to read the entire resource.
Redesign
What it Gained
A branded callout section with crucial stats, partnership types, and social sharing abilities. Adding different media types on the backend was also more manageable, making it more interactive for site visitors.
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Additional Improvements
I also worked with our design agency to create a better UX strategy for the blog. By revamping search capabilities and adding recommendations based on topic, it removed engagement dead ends. We also worked together to revamp the look and feel of key lead generation content and rebuild our navigation on both desktop and mobile to make it easier for users to explore.
