Success Story: RapidSSL
A Brand Update Leads to a New Strategy
A major brand overhaul for RapidSSL focused on communicating speed and ease of use of the product. But the web site slowed users down with long blocks of text and complicated paths to buy and renew online.
Nimble Press created a content strategy and information architecture to transform more than 100 pages into a 1-click web site. We eliminated any detail that slowed users down instead of helping them decide to buy.
Before
Our Process
- A content audit, a review of text and analytics for every page, helped us determine what should be saved, moved, or rewritten. The page list shrank from 100+ to about 15 pages.
- We developed personas to represent the range of site users and mocked up user scenarios to test our 1-click requirement.
- To help us brainstorm new approaches, we used card-sorting to uncover essential content for the home page and generate simple, declarative language for easy navigation.
- A site map, wireframes, and a detailed page list helped us present the web site information architecture to the internal team for review and approval of a radically new approach.
- A content map with key phrases, terms, and statistics helped us maintain a consistent tone, voice, and message through content creation and review.
- Explanatory text below the footer was created to retain high search engine rankings on key words after link-heavy paragraphs were reduced to easy-to-scan phrases.
Results
The product marketing team was thrilled with our fresh approach. We helped them break the mold to create something very different but very meaningful and effective. Now the web content and structure convey the essence of the brand: RapidSSL is fast because it is easy to use!
After: RapidSSL
