FedEx Compatible | Website Optimization

The Ask: FedEx Compatible's site was performing poorly and they didn't know why. I worked on this project from the beginning—crafting the pitch to win this work and was able to complete an initial audit that showed a lack of understanding of the SEO basics.

The Approach: Coming out of the Discovery phase, our recommendations for website optimization came down to three points: 1) clarity above all—for digital friendliness, page performance and clearer storytelling, 2) streamline user flows and simplify the user experience with a cleaner IA and greater empathy for user needs, and 3) optimize the content strategy to promote lead generation.

The Result: In the define phase, we built on our core content strategy statement and began rewriting each page of the site. Unfortunately, the FedEx Compatible team needed to shift their focus, so the changes were never implemented.

The Win: I won this work for our agency. I got to roll up my sleeves and look under the hood of the site to see what needed work and present it to FedEx. Coming out of the Discovery phase we had a lot of good momentum and the client was blown away by our thinking.