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How to be the Leslie Knope forContent in a Website Redesign
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Nicole Hess@NicoleCherieH
Maddie Goodwin@maddiegoodie
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“Be the Leslie Knope of What You Do”
Opening SceneJune, 2016
Rewrite 5 pages of our site, for our website “refresh”.
Start by gathering evidence if you can.
Knope Tip #1
1.4 Pages Per Session
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Whole Site (January 2016)
82.9% Bounce Rate
Could people find what our site had to offer?
ToolsYou heard Greenlane makes some custom tools that are free and open to the public. Where would you go to find them?
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50% 10%
TeamYou're curious about who is on the Greenlane team. Where would you go to find information about each team member?
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10%
ServicesWhere would you go to find detailed information about what services Greenlane offers?
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20%
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KPIs and Goals
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KPIs
Stakeholder Goals KPIs
- Awareness of offerings?- Types of pages visited
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$$- Engaging onsite?
- Pages per session- Navigation behavior
- Bounce rate
- Form completions
1.4 Pages Per Session
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Whole Site (January 2016)
82.9% Bounce Rate
29 Conversions
Whenever possible, align your KPIs with stakeholder goals.
Knope Tip #2
Pilot EpisodeJuly, 2016
Find your tribe early. Get on the same page.
Knope Tip #3
Website Redesign Team
Ron SwansonTom HaverfordAndy Dwyer
Ron SwansonBen WyattApril LudgateStakeholders,
Co-owners
SMEs, The directors
Audiences
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Defined audiences help us ensure we have content that speaks:
• to the right people• at the right time• in the right way
We did this through interviewing our stakeholders and reviewing available data.
Audience Personas
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Don’t skip personas. They help everyone be more empathetic.
Knope Tip #4
Content Inventory + Content Audit
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Content Inventory & Audit
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Landing Page Pathing Analysis
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Numbers can’t speak for themselves. But they do tell stories.
Knope Tip #5
Navigation
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Establish the main purpose for each page.
Knope Tip #6
Navigation
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Brand Messaging
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How are we perceived?
How are we different?
Who are we?
How’s it working?
Bottle EpisodeAugust, 2016
Use existing meeting time if you want people to participate.
Knope Tip #7
It’s 2020 and Greenlane is featured on the cover of WIRED. Why are we there? What’s the article about?
We find out there’s alien life. They are curious about each industry’s purpose - so they abduct one representative from each industry. You’re the digital marketing rep. How do you explain your job’s importance relative to the human race?
Imagine you’re at a bar in the early 00’s. You see Bill Sebald. He’s venting his frustrations about the industry, and how he vows to do it better. Write his monologue.
What is Greenlane’s spirit animal? Why?
1
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2
3
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To GOAL, we ACTION because WE ARE.
Inspire trust and show our passion.
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Confident Unconventional Inquisitive Approachable
Do you really need a formal style guide pre-launch? (K)Nope.
Knope Tip #8
Rewrites
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“Rewrite the 5 pages of our new website.”
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Arsenal for rewrites
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1. Personality guidelines
2. Understanding of our audience
3. Subject matter experts (aka our team) to consult
4. Content hierarchy based on the purpose of each page
5. Core values to use as a benchmark for everything
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Design & Development Phase
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This is the perfect time to organize governance and workflow.
Knope Tip #9
Governance & Workflow
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Draft content
SMEs, Support Crew
Draft content
ContentPublished
AM
Editor
Guidelines For:
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Outbound1. Newsletter2. Job Listings
Onsite1. Blog2. “Garage”3. Core pages4. New pages5. Case studies6. Microcopy
Social Media1. Twitter2. Facebook3. Linkedin4. Instagram
Q: Why should we post photos on Instagram?
A: Make people want to join our team.
“Who Cares?”
@greenlane_team
Season Finale December, 2016
Launch!
Who’s ready for some shop talk?
3.5 Pages Per Session
64.5% Bounce Rate
60Whole Site (January 2017)
+140% YoY
-22% YoY
Conversions
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Results come in many ways. Track them all down.
Knope Tip #10
ServicesWhere would you go to find detailed information about what services Greenlane offers?
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Old Site
New Site
20%
100%
TeamYou're curious about who is on the Greenlane team. Where would you go to find information about each team member?
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Old Site
New Site
10%
100%
ToolsYou heard Greenlane makes some custom tools that are free and open to the public. Where would you go to find them?
65
Old Site
New Site
50% 10%
29% (Indirect)
Budget for post-launch testing & updates.
Knope Tip #11
Plot Holes December, 2016
Revisit Messaging
68cards.appropriateinc.com
Metadata
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Next Season2017
Offsite Content
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COPE. Create Once Publish Everywhere
72Tools Case Study
Newsletter
Garage / In the Community
Public Presentation
CommunityEvent Blog
Outbound Marketing
Social Media
BlogServices
Don’t end on a cliffhanger.
Knope Tip #12
Resources
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• BrandSort cards
• Screaming Frog
• Google Analytics
• Visme.co
• Draw.io
• Treejack
• Little Bird
• SEMrush
• Ahrefs
What else would you like to know(pe)?
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