Siege Media: Website Redesign & Optimization Case Study
This case study explores a multi-faceted approach to UX, performance, and lead generation during my time at Siege Media, an SEO content marketing agency.
These projects encompass:
A redesign of the main navigation menu to enhance user experience
The development of a content marketing ROI calculator to generate leads
The implementation of SEO best practices for website imagery to improve page speed and search engine rankings.
1. Navigating Success: Enhancing User Experience with a Redesigned Navigation Menu
Siege Media's previous dropdown navigation lacked clarity, accessibility, and a clear hierarchy. To improve user experience, I redesigned the menu with a focus on readability and usability.
Directions: Use the slider below to view the navigate between the before and after photos of the dropdown navigation.
Key UI/UX Improvements:
Optimized layout: I restructured the navigation to prioritize our top-performing blog posts, placing them prominently on the left-hand side. This intuitive placement mirrors natural reading patterns, guiding users to valuable content.
Enhanced accessibility: I improved color contrast and text hierarchy to ensure the menu is easily readable for all users, including those with visual impairments.
Customizable content blocks: I introduced two new, customizable content blocks with clear calls-to-action. This allows Siege Media to dynamically showcase the latest podcast, resources, or featured content, keeping the menu fresh and engaging.
This redesigned navigation not only improves user experience but also enhances website navigation and increases the likelihood of users finding the information they seek.
2. Quantifying Value: Creating a Lead-Generating Content Marketing ROI Calculator
To help Siege Media demonstrate the value of content marketing to potential clients, I developed a user-friendly ROI calculator.
This interactive tool empowers businesses to estimate the return on their content marketing investment. The calculator offers flexibility, allowing users to choose from four different ROI calculation methods tailored to their specific needs and industry.
Whether focused on SEO, eCommerce, ad impressions, or customer lifetime value, the calculator provides valuable insights into the potential impact of a strategic content marketing approach.
3. Visual SEO: Optimizing Blog Imagery for Performance and Rankings
Blogs are a powerful tool for attracting new users and showcasing brand value. However, many companies undermine their content with poorly optimized images that hinder website performance, accessibility, and overall user experience.
At Siege Media, I spearheaded an initiative to optimize blog imagery for both our website and our clients' blogs. I also developed a comprehensive guide with 13 image optimization tips (Ranking #1) to help brands enhance their blog's performance and user experience.
This initiative involved implementing strategies to improve image accessibility for search engines, providing a cheat sheet for optimal image file formats, and educating the team on how to leverage images for content marketing and link-building opportunities.
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