The focus of this project was on two main categories of products — balance boards and on-desk tools. Each subgroup had a different persona we were targeting, but both had overlapping characteristics, such as Eco-consciousness, organized, likely to want a custom desk setup, work from home, etc.

We also wanted to focus on updating the content on each product page. Over the course of the last few years, the company had expanded to offer new products and had lost consistency in their description formatting and organization.

I prioritized feelings and experiences in our product descriptions, capturing research that had been done on the benefits of movement on a balance board throughout the day and how users reported feeling happier while working. We then would follow that with specific manufacturing and material details, as we knew our users would be interested in the eco-friendliness of the products and the environmental impact of production.

Some of the primary changes made concerned SEO optimization, as this business had historically done a fairly good job optimizing a few pages for SEO traffic but a majority of their site was not optimized.

We looked at industry terminology that we knew would have some traction and worked on organically fitting it into the website content. We also made an effort to differentiate different pages for specific words, rather that loading up each page with all our SEO terms as had been done previously.

A big effort we did was gathering testimonials, as we’d previously only showcased them on the front page. This business had so much great feedback that they’d never highlighted, and so it was a clear opportunity.

Another effort we started was churning out more blog content, since that’s such a great opportunity for additional SEO optimization. The team committed to creating more regular content after we discussed some style-guides and parameters for each content piece.