ADP content strategy and copywriting
Role: Lead content strategist and information architect, associate UX lead
Challenge: Simplify the ADP midsized business website section and increase leads.
Timeline: 6 months
Approach: I audited the existing site to uncover opportunities to more effectively meet the needs of and engage ADP's midsized business audience, who are primarily executive decision makers and HR managers.
The original site structure had 6 primary and 14 secondary navigation categories, all of which were exposed. This was a quite overwhelming user experience, and made wayfinding a challenge. I worked closely with the UX lead to consolidate and simplify the sitemap. Many client workshops and sketch sessions later, we ultimately reduced the primary site navigation to 4 categories and cut down the secondary nav to 6 categories for a more clear and streamlined experience.
After we ironed out the page categories, I dove more deeply into messaging strategy, content, and information architecture at the individual page level. User personas and sales strategy documents were a key input to this process. I conducted a gap analysis of site content, identifying gaps and opportunities for clarification from a messaging standpoint.
I led the content strategy and copywriting process, facilitating 7 hours of work sessions with executive stakeholders on the client side to better understand, refine, and gain consensus on the site-wide messaging strategy, including the core product value props. These insights informed the wireframes and copy I produced for 12 site pages.
Result: The midsized business section of ADP.com saw a 20% increase in leads within the first 30 days after launch.
Deliverables:
• Site map (Axure)
• Navigation strategy (Adobe CC)
• Wireframes (Adobe CC)
• Copy deck (G Suite)
• Creative QA (G Suite)
View more of my work: USAA UX writing