In my role focusing on marketing and SEO, I spearheaded the comprehensive redesign of the All Digital Rewards (ADR) website. This endeavor was built on a foundation of extensive research into ADR’s SEO positioning and untapped opportunities, setting the stage for a transformative project.

The process began with crafting the initial drafts for all new web pages within a WordPress staging environment. These drafts were meticulously reviewed and refined by the marketing manager before being handed off to the development team for technical enhancements, culminating in a successful launch.

The before and after images have been provided, showing the site home page before the redesign and after the redesign was completed. 

Key Updates & Enhancements:

• Layout design:
  • Conducted research on current UX/UI best practices to guide our design philosophy
  • Strategically organized information to optimize user engagement and navigation
  • Collaborated with stakeholders to refine and validate layout decisions
  • Developed and implemented page layouts, along with reusable templates for efficiency

• SEO optimization:
  • Enhanced web copy to bolster readability and keyword integration
  • Refined structural elements like headings and added alt tags for improved accessibility
  • Implemented schema markup to strengthen SEO performance

• Image selection & placement:
  • Finding appropriate images and icons from stock sites
  • Editing images and icons in Adobe Photoshop & Illustrator
  • Placing the images and providing alt-tags

• Interactive elements:
  • Leveraged Pipedrive’s form builder to automate lead capture, seamlessly integrating forms into the site
  • Assembled and added a Pipedrive chatbot to offer round-the-clock engagement with site visitors

• URL Management and SEO Monitoring:
  • Updated and redirected URLs in alignment with strategic site restructuring, including direct CEO input
  • Conducted thorough pre- and post-launch SEO audits using Google Analytics and Semrush to gauge and enhance site performance

The culmination of these efforts was a tangible, long-term increase in site traffic and user engagement. Notably, the site’s Semrush health ranking surged from the 60s to the high 90s, a testament to the effectiveness of the redesign and the strategic optimizations implemented.