Accelerating Growth With A Website Rebuild

Project Goals and Objectives

• Improve website performance and user experience
• Structure site to build search authority and increase organic traffic by 15%
• Consolidate online presence to streamline content management and operational costs
• Strengthen brand image and consistency to build trust

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Strategy

In 2021, Orange’s website (thinkorange.com) wasn’t driving results, and had more bugs than we could keep up with. Even worse — Orange was scattered across the internet with 20+ unique domains and platforms for each offering.

• Clarify business strategy and offerings. This was the most crucial, and lengthy step of the project. I worked with the CEO and President to define and map how each product fits within the brand ecosystem. The end result brought a homepage wireframe and reorganized menu navigation to highlight and drive awareness of the brand’s core message and offerings.
• Multi-year content migration roadmap. We built a plan to update and migrate content with a two-year roadmap spanning the home page, about the suite, key pages, and content archives. On the technical side, we prioritized server migration, plugin consolidation, and site optimization.
• Alignment with demand-generation goals. Central to the rebuild was a stronger foundation for lead generation and the conversion of traffic to free trials. With rebuilt curriculum pages, a redesigned blog, and resource template pages we aligned the tools to create a high-functioning demand-generation engine. We could better convert paid traffic, rank in search, and respond rapidly to business goals with no-code page management.
• Redesign for user experience and ease of navigation. Our goal for the redesign was to increase the discoverability of key features and products within our portfolio. With 100+ pages before adding in blog archive, we were able to refresh and reorganize for a consistent and interconnected platform experience.

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Results and Achievements

• Increased website performance: Achieved site performance increases of 78% after technical optimization and rebuild.
• Improved user experience: Redesigned core curriculum pages to enhance user experience and drive free trial conversions.
• Stronger SEO ranking: Our content restructure drove an 85% increase in organic search traffic YoY, leading to a 25% lift in search traffic to our core curriculum product page.
• Consolidated online presence: Migrated over 11 unique domains and platforms into thinkorange.com to increase ease of navigation and discoverability across the Orange universe.

Summary

The rebuild of Thinkorange.com marked a fundamental cornerstone in the tranformation of Orange’s business and marketing strategy. The new platform launched a powerful demand-generation engine that could better compete in search, increase time on site, and respond rapidly with no-code page management.