Ask.com Website Redesign
The Challenge
Ask.com was in need of a website redesign to improve UX and reflect their evolving brand. As Ask expanded beyond its roots as a search engine into the digital publishing and content marketing space, the homepage lacked the site structure needed for users to browse the site’s entertainment and lifestyle content.
How I Helped
I worked with executive stakeholders to better understand the brand identity they wanted the redesigned homepage to convey, and developed a content strategy used by the editorial team to curate the home page with brand-fitting articles. Working with SEO strategists, I conducted competitor and keyword research to develop a site architecture & content taxonomy that reflected the brand and capitalized on Ask’s key opportunities for organic growth, and coordinated with executives and product owners for the business’s different content revenue streams (content marketing, organic/SEO, push) to get final signoff on the taxonomy and site architecture.
In order to support the site’s UX and organic growth, I led the editorial team in establishing an internal linking structure for the site content. I also led the creation of an article tagging system used to group and track content performance and support regular content review, maintenance and updates. I wrote copy to support the site’s new user flow to opt into receiving newsletters and push notifications.
To complete this project, I collaborated with the UX design team, the site’s product managers and developers, and SEO strategists.
The Outcome
Direct Navigation traffic to the homepage increased by 13% following the site redesign
Organic traffic on Ask increased by 17% in the 6 months following the new taxonomy & site architecture rollout and internal linking improvements.
