Context
Overview
When CuriousCore embarked on a website redesign, I was brought in to shape the content strategy, establishing the tone of voice and content guidelines. This also included creating content for key sections like the homepage, course details, and FAQs.
Business Needs
CuriousCore is an edtech startup offering training courses for B2B and B2C customers. Their website is a critical platform for converting visitors by providing clear, informative content about their courses.
Before the website revamp, conversion and engagement were hindered by content design challenges. Lengthy, unclear content made it difficult for users to find the information they needed, impacting overall user experience and site navigation.
Content Objectives
My main goal was to enhance user experience and engagement by addressing these content issues. The three key objectives for content design were:
1. Ensuring a consistent tone-of-voice across all pages
2. Making important information easily accessible through intuitive navigation
3. Streamlining content for clarity and conciseness
The Research
Team Discussions
First, I needed to gain a deeper understanding of the company, its target audience, and its key value proposition. I talked to the marketing and operations teams to hear their insights on the current site and the rationale behind its existing design.
In addition to understanding their products, I needed to know the challenges they faced with their website and identify areas for potential improvement.
Content Audit
Reviewed existing website and marketing content to analyze their current tone of voice and overall messaging.
The content audit helped map out the available content types across these platforms, especially across the 12 different courses offered. It also provided insights into content issues present on the existing site.
User Research
Utilized existing user research, including insights from interviews and usability tests, to identify three key usability issues that needed to be addressed:
Competitive Analysis
Conducted a competitive analysis of local competitors such as Le Wagon, General Assembly, and Vertical Institute. This exploration informed content decisions on type, length, and strategies for crafting engaging copies.
Local competitors offering similar courses
Deliverables
Content Strategy
Based on our research, my content design strategy centered on these key pillars.
Key Pages
Worked on essential pages like the "Home", "About us", and "Our Approach" pages, designing both the layout and content to ensure a cohesive user experience.
Snippets of key pages
Course Pages
Created content for 12 distinct courses across various disciplines, catering to different audiences, including individuals and organizations.
It was essential for users to quickly distinguish between courses. Each page provides key information at a glance, featuring a main header, a clear call-to-action, a brief overview, and the course's unique features.
We aimed to create a personable connection with users on these pages by using a relatable tone that incorporates words like "we," "your," and "with your team".
To balance depth and brevity, detailed technical information was organized within accordions, ensuring a concise presentation without overwhelming the page.
Visual elements, like tables, were used to clearly illustrate key differences between course providers and emphasize the unique value proposition.
Content cards provided users with quick summaries of other courses, allowing for seamless navigation without the need to open additional pages.
Given the diverse training categories available for businesses, it was essential to categorize the courses into distinct sections with a well-defined content hierarchy.
Frequently Asked Questions
Collaborated with the operations support team to address common user inquiries and issues in the FAQs.
Additional content materials
Developed content for brochures, creating four distinct templates tailored to various course types. These templates offered versatility, allowing for easy content adaptation across all courses with minimal adjustments.
The brochure provides detailed technical information, including course schedules and topics. Its design ensures standalone readability, making it easy to share independently from the website.
Conclusion
website launch
The new website launched for live users, enhancing the user experience for potential clients and increasing engagement rates for the business.
Takeaways
Through this project, I learned that effective content design more than just filling up a website with words. When done effectively, it serves as a powerful driver for any product's success.
#1: Content through collaboration
Content design is a collaborative effort, involving users, stakeholders, and teams to ensure the content is well-organized and flows smoothly.
#2: Bridging users and business objectives
Effective content must balance between business objectives and user needs. It's about creating an engaging web experience that keeps users scrolling.
#3: Content as a strategic asset
Content design goes beyond marketing copy, it's a strategic process. It requires a deep understanding of the business, its customer segments, and how to position services effectively.
#1: Content through collaboration
Content design is a collaborative effort, involving users, stakeholders, and teams to ensure the content is well-organized and flows smoothly.
#2: Bridging users and business objectives
Effective content must balance between business objectives and user needs. It's about creating an engaging web experience that keeps users scrolling.
#3: Content as a strategic asset
Content design goes beyond marketing copy, it's a strategic process. It requires a deep understanding of the business, its customer segments, and how to position services effectively.