LD site redesign, a content-first approach

A snapshot of the content design strategy and approach. 👀 Live site | Medium article

Role

  • Led content strategy, content design, and copywriting for the new website

  • Partnered with the research team to conduct user interviews and test prototypes to inform content strategy

  • Developed user stories, created content wireframes, and wrote all website content

  • Collaborated with stakeholders across all business lines to align on messaging

Goal

  • Explore and refine a new tone of voice.

  • Attract a diverse pool of candidates and increase applications

  • Position the company as a leading tech employer by enhancing transparency and aligning with competitors

  • Inspire excitement about joining the team

  • Incorporate a dedicated equity, diversity, and inclusion section

Solution

  • A content-first approach, rooted in user needs that included:

    • Content audit and keyword research

    • Create user stories

    • 1-1 interviews and competitive intelligence

    • Content wireframing

    • User testing and iteration

1. Job-seeker interviews & comp intel

 

Plan: Worked with research team to run 60-minute sessions with randomly selected colleagues.

Challenge: Push back on suggestion to interview a curated list of internal colleagues to ensure we’re as representative as possible.

Research goals: Identify what type of content we should prioritize for the site redesign keeping in mind that some content is fixed, like core values.

 

High-level results: Culture, impact, growth opportunities, mission, and inclusion were top-of-mind.

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2. Create user stories

Action-focused stories based on research to help guide content strategy. Here are some examples:

 
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3. Content wireframing & exploration

Created site map, page-level goals and draft copy for designers.

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4. Content design and writing

Work with designers to bring copy to life through prototypes. Here are a couple samples:

 
 

Considerations:

  • Short, catchy copy that embodies our brand — genuine, open, mission-driven

  • Themes from research highlighted (impact, self-care, driven by values and growth opportunities)

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Considerations:

  • Express our culture in a clear and transparent way

  • Catchy subtitles to break up content and promote scanability

  • Themes from research (belonging, growth and promotion, support for learning and development)

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Considerations:

  • Set the new brand tone, a hero that says what we do

  • Demonstrate size and impact with stats

  • Explain our place in a larger organization

  • Themes from research (flexible work-life, wellness and belonging)

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Considerations:

  • Not just policy, but actions

  • Statistics to promote transparency and increase trust

  • Reviewed with internal EDI committee, would have liked to do with EDI professionals

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5. User testing and iteration

Users went through high-fidelity prototypes who work in, or are looking for, a job in tech. Picked out key themes, categorized and connected to user stories.

Learnings: blog integration/employee voices, bring EDI content to home, etc.

 
 
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Some quotes from users:

“I think this is so powerful, seeing myself in a higher level. Because usually people are quick to hire women at entry level and senior roles, but not at director level and higher.”

"I appreciate the inclusiveness of the company, particularly appreciate the stats type of data because I am a women and racialized person. This is what I don't see anywhere else.”

“It’s missing employee voices, profiles, videos, experiences. I want to hear more from your employees.”