PROJECT MANAGEMENT | UX OPTIMIZATION | SEO | INBOUND MARKETING

Blog redesign for Customer's Canvas

As part of the inbound strategy for Customer's Canvas, I identified the need to update the website's blog, optimize SEO, and create new sections for case studies and white papers. I led the redesign project to address these improvements.

Challenges

Analysis of the blog's homepage, post pages, and CMS revealed key issues:

Poor content navigation and organization
No clear next steps, leading to high bounce rates
Design inconsistencies with the overall website style
Disorganized tagging and missing meta descriptions
Inefficient content upload process in the CMS, slowing down content management

Results

Enhanced user experience by optimizing website navigation, reducing bounce rate by 10%
Streamlined content management, cutting article creation time by 2x
Increased conversion rate to the key metric by 10% in the "Contact us" form by adding CTA forms to all blog articles and the main page
Increased blog traffic by 45% YoY through SEO articles, meta tag improvements, and new tags across all blog articles

Implementation

Content organization & UX: I analyzed the user journey in Google Analytics to identify bottlenecks, then mapped a new sitemap in Miro. Based on this, I restructured blog categories to improve navigation and ensure better content discovery.

SEO & optimization: Using Ahrefs and GA, I identified pages with high/low CTRs, audited duplicate content, and analyzed keyword performance. This allowed us to update metadata with relevant keywords and strengthen blog pages with lead generation forms.

UI/UX redesign: I collaborated closely with the dev team to create mobile-friendly layouts, designed banners for CTAs, and added email capture forms.

CMS & development: Publishing blog posts was time-consuming, taking over 2–3 hours per post. To address this, I led an initiative to simplify the image uploading process and improve content management in our CMS.

Migration & launch: We rolled out the new blog structure with enhanced UX and SEO, configured redirects, and ensured a smooth transition without search engine disruptions.

Performance review: Post-launch, I analyzed key metrics: CR to key metrics, SEO, bounce rate.

Here are the newly introduced blog categories, aligned with key search queries and our target ICP.

New request forms were implemented across all blog pages to boost conversions for the "Contact us" metric.

New blocks were introduced to the CMS, enabling the addition of extra CTAs to enhance user engagement.

New website sections

During the blog redesign, we added new White Papers and Case Studies sections. Learn how I generated 600+ leads through the case study creation process.

Learn more

Content repurposing

We introduced new categories for social media, emails, product promotion, and video creation. Learn how I built a SaaS video strategy that generated 10,000+ views.