project

SAAS blog redesign

client

InMoment

Why

Facing lofty organic revenue goals, the content team came to design with a need to improve the lead-gen and pipeline-building potential of the InMoment blog. Together we identified several areas to address—content optimization, search functionality, and a full UI and UX facelift were all on the table.

how

While the content team conducted content audits, my team and I dug into user experience and search data in GA and studied user sessions on Fullstory to understand the nuances of our audience. We confirmed that visitors often searched for content by industry and topic rather than specific pain points, and this insight became core to the redesign.

Sketches were sketched, wireframes were wireframed, and we layered UX improvements and lead-gen opportunities as we worked toward refined designs concepts. After several rounds of input from web, content, and product marketing peers, the design team presented four strong redesign candidates to key stakeholders. The chosen design launched in late-June 2024.

outcome

Post launch, the redesigned and optimized blog saw a notable increase in traffic, leads, and qualified pipeline highlighted by a 320% increase in inbound pipeline compared to the previous period.