Bank of America | Cybersecurity Content Optimization

The Ask: Bank of America's cybersecurity content strategy team approached the One North team unsure of how to fix their website content. Knowing we couldn't consolidate their six websites, we had to come up with another way to improve their content and site performance.

The Approach: After auditing all six websites, we found a range of issues—from easy-to-fix edits like image alt text and adding missing meta descriptions, to larger fixes like full rewrites and updating content to a more digital-first design.

The Result: Coming out of the Discovery phase, our recommendation put the content into three buckets: low, medium, and high effort changes. 94% of the content updates were low and medium effort, with 6% of their content needing extensive changes. As we finished the Discovery phase, the focus of the project shifted for the Bank of America team. As their organization shifted a bit, we shifted our focus to content optimization of the tricky 6%. We took the 11 articles that needed the most work and tuned them into strong, accessible cybersecurity guidance for all users.

The Wins: I stepped into a leadership role in this project. In front of my manager and senior director of content strategy, I led Bank of America's director of cybersecurity through a 2-hour session to better understand their pain points of their websites. I pushed him with more questions, showed I did my research of their ecosystem, and pulled out important truths that helped us craft strong recommendations. In this project I also refined our agency's approach to detailed copy documents for our clients. In this new way of working, we could more clearly articulate our changes and rationale.