— PROJECT NAME
Vertical pages revamp
— WHAT I DID
Content strategy
Web and mobile UI copywriting
Information architecture
Review UX design wireframes
Advocate for SEO optimization
Company rebranding
— TOOLS
Figma
Google Suite
BrightEdge
— DATE
Winter 2021 – Summer 2022
As part of the Meta Web Design team, I collaborated with EMEA stakeholders to redesign 7 legacy Vertical pages on our Meta for Business site (MFB).
Presenting critical industry-specific content for our business audience, they are: Automotive, Consumer Goods, eCommerce, Entertainment, Finance, Retail and Technology.
CHALLENGE: The pages had outdated design and copy, which disrupted the user experience and did not adhere to the company brand guidance.
SOLUTION: My team and I strategized on the pages' user journey, rewrote copy to follow Meta's style guide and leveraged a more interactive, flexible page design.
In 2021, the Vertical pages drove 183K organic search visitors and over 5 million search results impressions.
Since the legacy Vertical pages were not SEO-optimized, MFB content rarely showed up in the top 10 Google search results.
For example, "car advertising" ranked at 68 (view left, highlighted), meaning our MFB Automotive vertical page was on the 7th Google Search Results page.
No consistent design template (view montage, right); content and links were arranged with no strategy in place.
Information and statistics were not relevant anymore, and included the company's original name ("Facebook").
No strategy on how users land on the page and where they should go explore next.
USER JOURNEY
I then spearheaded content strategy by creating a user journey (below). I considered how users land on a Vertical page and strategized what types of content would benefit them there, which helps continue their journey through our MFB site.
Aligning on what content a Vertical page should surface to users was essential in shaping the page’s information architecture and design.
BRAND VOICE
Meta's company voice strives to be a determined optimist. In each Vertical page's copy deck, I included the list of SEO keywords to implement and reviewed copy edit recommendations to adhere to Meta's brand voice guidelines:
1. Keep wording concise — 74.5% of our site's users browse our site on mobile and 25.5% on desktop in 2021.
2. Be "people-first" by featuring insightful research-backed content and avoid jargon — people are looking for immediate results to solve their issue.
3. Write for readers everywhere — I collaborated with EMEA, LATAM and APAC stakeholders to ensure copy is localized and content is accessible to all.
I helped work on each Vertical page’s copy deck (view a sample above) to maintain concise user-focused copy that seeks to be inclusive for our global audience (ensuring alt text for accessibility and translations for 30+ countries).
FLEXIBLE TEMPLATE
My user journey influenced the page's information architecture, by organizing the various types of content (i.e.: news articles, case studies, newsletter) into sections with the end user in mind.
As each Vertical page may have different needs, the new page design template is slightly flexible, yet maintains a sense of uniform structure. It allows for some sections to be moved around the page while others have fixed placements — to cater to each page owner's needs and target audience.
With succinct copy, I helped ensure both web and mobile interfaces still deliver the message without much cognitive load.
With curated action-oriented links, we encourage users to download an industry report, read the latest insights or connect them with Meta tools to grow their business.
My team's designers also introduced a bolder color scheme for the page's sections, as part of our content strategy to make the page look more engaging.
With a uniform look now, the Vertical pages appear more connected and reliable to provide industry-specific resources for our users.
eCommerce page:
"Ecommerce ads" lifted us from result 22 (page 3) to 6 (page 1).
Retail page:
"Retail advertising" brought us from result 36 (page 4) to 5 (page 1).