Diego Cagara


Revamp outdated interfaces with renewed content strategy, SEO-optimized UI copy and bolder design.


Vertical pages revamp


Content strategy

Web and mobile UI copywriting

Information architecture

Review UX design wireframes

Advocate for SEO optimization

Company rebranding



Google Suite



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CHALLENGE: The pages had outdated design and copy, which disrupted the user experience and did not adhere to the company brand guidance.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.

The work.


Key metrics

In 2021, the Vertical pages drove 183K organic search visitors and over 5 million search results impressions.

Advocate for SEO optimization

I collaborated with our SEO specialist to identify the top-performing keywords (view in column A, left) people use to search for industry-specific content on Google.

Understanding keywords data

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.


I met with our Vertical stakeholders to confirm the pages' target audience (large businesses and agencies) and common pain points:

No uniform design or information architecture

No consistent design template (view montage, right); content and links were arranged with no strategy in place.

Outdated copy and content

Information and statistics were not relevant anymore, and included the company's original name ("Facebook").

Unclear user journey

No strategy on how users land on the page and where they should go explore next.

Lack of SEO

With our list of top-performing SEO keywords now, our SEO specialist and I recommended which ones should be included in each Vertical page when we rewrite the copy.


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.


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 concise74.5% 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).

The result.


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.

Above: The MFB Automotive vertical page's hero module now sports SEO-optimized keywords, actionable user journey-minded links, the company's rebranded name ("Meta"); and a bolder color scheme complements the image.

Above: The original hero module lacked SEO-optimized keywords or as many user journey-minded links; had outdated copy (the company rebranded from "Facebook" to "Meta" in fall 2021); and buried its image into the background.


Concise copy with mobile view in mind

With succinct copy, I helped ensure both web and mobile interfaces still deliver the message without much cognitive load.

Inspire action

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.

Colors to explore

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.

A united front

With a uniform look now, the Vertical pages appear more connected and reliable to provide industry-specific resources for our users.

Above: Showcasing case studies was another important section in a Vertical page's redesign. I reviewed the team's Figma wireframes to ensure tight SEO-friendly UI copy, vividly-displayed images and brand-adhering color guidelines.

Above: Originally, a Vertical page's case studies section lacked concise SEO-augmented wording, action-encouraging CTA button designs and a bright color palette.

The impact.


Just 1 week after launching, all 7 redesigned pages ranked on the 1st Google Search Results page, after including SEO keywords in their copy. Some quick numbers…

Consumer Goods page:

  • "CPG advertising" brought us from result 74 (the 8th Google Search Results page) to 3 (page 1).

eCommerce page:

"Ecommerce ads" lifted us from result 22 (page 3) to 6 (page 1).

Finance page:

  • "Finance advertising" made us soar from result 13 (page 2) to 3 (page 1).

Retail page:

"Retail advertising" brought us from result 36 (page 4) to 5 (page 1).