Melwyn Lewis

The previous website had several issues. From a technology perspective, it was built on a complex architecture that was very hard to maintain. Multiple bottlenecks in the design and development workflow resulted in weeks of effort, even for minor content updates. From a content perspective, the site did not effectively portray the brand and messaging, which negatively impacted campaign results, engagement, and conversions.

The site required a complete design and tech overhaul. So, as a first step, I planned to migrate the existing site to a new hosting platform while the design team worked on the redesign in parallel. The objective was not just to improve aesthetics but to approach it from a “user experience and trust” perspective while adapting all the SEO best practices from scratch.

RESULTS
• A 25% improvement in demo conversions (MQLs)
• A 20% boost in search engine visibility on the 1st and 2nd Google pages
• A 20% enhancement in page speed measured by Core Web Vitals
• A 50% increase in visitor engagement, including time on page, pages per session, and bounce rate
• Doubled website production efficiency
• A 200% reduction in project turnaround times

As part of a rebranding exercise, the company’s domain, branding, and core messaging changed, necessitating a site redesign and migration to a new domain with minimal impact on search visibility.

I recommended migrating the site to Acquia, as the existing data center was unreliable and lacked a content delivery network (CDN). I planned a comprehensive migration project addressing risks and growth opportunities. My recommendations included responsive design and technical SEO, such as content management system (CMS) specifications, navigation structures, URLs, metadata, structured data, canonicals, redirects, and headers. Ensuring top-performing pages were migrated was critical. Post-launch, with continuous monitoring and optimization using tools like Semrush, Ahrefs, The Screaming Frog SEO Spider, and Google Search Console, we maintained and improved rankings over the next 6 - 12 months.

RESULTS
• A 30% improvement in page load times
• A 50% increase in engagement metrics
• A 100%+ boost in SEO visibility on target search terms

This website is a global community for marketers, product owners, and growth experts. It features videos, podcasts, courses, workshops, and access to invite-only events.

The previous website had structural and indexing issues, poor content, and did not clearly communicate the brand and value proposition, leading to a high bounce rate and low engagement. I recommended a complete overhaul of the site structure and visual design to align with business objectives and user personas.

The new WordPress theme was designed to be intuitive and developed with usability and performance in mind. YouTube videos and podcast pages included detailed transcripts optimized for SEO.

Post-launch, the new site resulted in significant gains in indexing, higher time on page, increased pages per visit, and lower bounce rates, leading to a 60% improvement in engagement and a threefold increase in organic conversion rate.

WORK DONE
• GA audit: Conducted a thorough audit of the existing Google Analytics setup, identifying gaps and areas for improvement in tracking and reporting capabilities.
• Custom events: Developed and implemented custom events in GA4, enhancing the accuracy of user behavior tracking.
• Data integration: Successfully integrated multiple data streams, including Google Ads, HubSpot, and Salesforce Chat, into GA4 for a holistic view of user interactions.
• Report setup: Configured detailed reports in GA4 for effective monitoring and analysis of key metrics and user segments.
• Cookie consent and data privacy: Implemented cookie consent management tools, ensuring compliance with GDPR, CCPA, and other data privacy regulations.
• Knowledge transfer: Provided comprehensive training sessions to enable the internal team to manage and optimize the GA4 setup post-migration.
• Post-migration monitoring: Monitored GA4 post-migration, ensuring seamless functionality and addressing any emerging issues.
• Traffic analysis: Leveraged GA4’s advanced capabilities to segment and analyze traffic, providing actionable insights for marketing strategies.