Stampin’ Up! Website and Social Media
Stampin’ Up! Website Complete Rebuild
I served as a key stakeholder on the four-director strategy and steering team tasked with building a completely new website to unify our separate sites and services on. During this multi-year project, I drove written content and communication strategy as Communications Director, working in tandem with the Creative Director to represent and drive UI/UX concerns in the site navigation, structure, and content strategy. I established an SEO/SER strategy and practice for written site content and metadata, which had been non-existent to that point.
I wrote the Our Story page text as a keyword-rich narrative that captures the company and community culture, values, history, and vision.
Product category and sub-category introduction text was added to increase the SEO/SER value of content. I worked to break the mindset of terminology deeply ingrained in our company culture away from how we see and refer to our products to the way customers and users see and refer to our offering. To let go of what some viewed as branded terminology (e.g., Designer Series Paper vs. patterned paper) in favor of the greater need for new audiences and customers to find us.