Make User-Centric content

Objective:

Restructure a website to better serve the needs and concerns of the audience, rather than reflecting an insider's point of view of the business.

How We Got There: 

To make sure our content tells users what they want to know, we:

• Reviewed audience research to provide insights into user needs
• Conducted a competitive audit to understand what else our audience was seeing
• Established a content plan that aligned with the phases of a user journey
• Created a copy points deck to ensure all key user questions were covered
• Consulted with creative teams to ensure strategy was implemented