Audit & strategy —
Ramius Consulting
Working on MesotheliomaHub.com
As the content strategist for Ramius Consulting, I oversaw the content creation process. I worked closely with designers and developers to refine our sites and improve the user journey.
Before any of that, however, I had to audit the content.
This is a snippet of the larger content audit I had to perform. In particular, I was looking for reasons that our pages may not have been ranking and any sections that went against the established voice and style of the site. I have agreed with my previous employer not to share the entire document.
Upon starting, I spent three days reading every section of the website and analyzing the content. I looked for things that search engines might consider “red flags,” and I picked out inconsistent style and voice from the site. After putting together the above spreadsheet, and receiving approval, I set out to make the changes as deemed necessary.
After my initial audit, and taking over the content production team, the website saw an increase in rankings and an 800% increase in organic traffic over two years.
Moving on to LungCancerCenter.com
After the success we saw in MesotheliomaHub.com, the owners of the company wanted me to launch a new website from the ground up.
For this site, I took what we learned from the content audit and put it to work at the very beginning. I worked hand-in-hand with designers and developers to put together the site you see below. We started with wireframes, and I helped craft the flow of the page and determined how many sections we needed, then wrote to fill each one after the designer worked out the typography.
Note on the above content. If you read closely, you may detect a lot of passive voice. This was intentional and decided on after talks with the owner of the company — a cancer survivor. From his experience, active voice tended to personify the disease. This was a point of fear for our users and we wanted to do our best to make them feel comfortable across the site.
Liked this? Check out some of my other work: