Revenue Grid
Simpler and user-friendly career page for job seekers
Project Overview
Hero section view of landing page
Role: Content/UX Writer
Tools: Microsoft Word, Figma, Sharepoint, Paper
Collaborated with: Head of Content, 1 junior designer and 2 HR professionals
Industry: Technology (Sales Tech)
Problem / Goals:
Rewrite Revenue Grid's career landing page using simple, conversational language that introduces prospects to the company and its core values.
Revenue Grid should be positioned as an excellent place to work. The landing page should be easy for visitors to navigate and understand.
How I helped:
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User research
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Conducted content audit
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Wrote and designed USP/UVP
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Defined tone of voice
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Competitor research
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LoFi wireframe
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Wrote and edited web copy and microcopy
Project Requirements
Website Rewrite
Rewrite web copy with a more conversational tone of voice that highlights the USP.
Content Analysis
Website Content Audit
During my content audit, I found that there were grammatical errors, the tone of voice was not consistent, and there was no emphasis placed on the USP. This resulted in low traffic and interaction with the web page.
Research
User Survey
I shared the link to the landing page with six (6) individuals in a job posting group to give their feedback based on their interaction with the page. Feedback received from these visitors indicated that the major problems experienced were:
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The copy did not give off a friendly tone
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There were grammatical errors present on the page
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The CTA wasn't exciting enough
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There was no social proof indicating that Revenue Grid was a great place to work
Competitor Analysis
I analyzed similar pages from competitors within the same industry (4), and in other industries (3). I found that these brands used a more casual tone of voice, going as far as using everyday slang and cliches to project a hip and savvy vibe.
I also found that the competitors used visual elements that added extra casualness to their content.
Recommendations
I came up with a strategy to help position Revenue Grid as one of the best places to work among its competitors.
Website Copywriting
I wrote an SEO- optimized web copy using a personal, direct, and conversational tone of voice, with a more compelling CTA. Revenue Grid has some amazing perks and benefits for employees that were not revealed to potential employees. As such, the first step was to emphasize these perks as the USP to attract new talents.
LoFI Wireframing
I created a LoFi wireframe to guide the designer on how to place the visual elements to complement the web copy. The goal was to increase the use of images, as these will make the website easier to navigate and understand for users.
Testimonials/Social Proof
I incorporated the use of testimonials from current Revenue Grid employees to showcase what working at Revenue Grid looks like, and why potential employees should be excited to join the team.
LoFI sketch of careers page
Results
Revenue Grid has seen a 14% increase in user interaction with the landing page, leading to a faster recruitment process for both talent recruiters and job candidates.
What I learned
Websites always require constant iteration and analysis to remain relevant to users' ever-evolving needs.
Here's what I'd do differently now
Conduct the user survey with a larger user sample.
Check live product here.
Love my work? Drop me a line.
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