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Initial Research
During my research and various conversations it was determined that our parent domain (pspinc.com) had the highest SEO reputation. The issue was that every time we released a new product we would further fracture our reputation and compound on an already existing problem.
Ultimately, I made the decision to consolidate all of our product websites on their own independent domain into product pages under our parent domain.
With clean, sharp lines and simple, light visuals it is identifiable regardless of size and represents the brand well.
Ex:
Instead of: informakers.com
We would use: pspinc.com/informakersNot only would this allow us to pour all of our SEO reputation into a single source, it further identified PSPINC as the brand, rather than the individual business tool.
Organize & Present
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In order to execute an ambitious plan to drastically change how we presented our business, it was important that I had a detailed plan that I could present to other decision makers within the company.
I did a detailed audit of every page on all of our sites and determined what could stay and what could go. I prepared sitemaps, and charts showing the before and after of my plan, and meticulously planned out every 301 redirect that would need to take place to transfer our domain authority with this consolidation plan.
Upon presenting my plan, it was well received, as I was able to summarize the plan for those less technical. A visual presentation made it clear and we were able to quickly progress to design and development.
Design & Development
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With the go ahead I set to work meeting with my team of Designers and Developers outlining my plan. Along with consolidating our service website, we took this opportunity to redesign the company website focusing on making PSPINC the brand.
With this being a rather large and ambitious project, I broke this project down into multiple phases:
- Research and determine how to address these challenges
- Organize and present my findings to senior management and sales
- Lead a team of Designers, Developers, and Marketers to execute the consolidation project
Through each step of the process I was the last stop to approval and deployment. My goal was to ensure consistency, quality, and strong user experience were all a focus.
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In Conclusion
As we began to deploy the new product pages we immediately noticed an increase in website traffic to pspinc.com. We were able to increase users, lower the bounce rate, and increase session duration. In addition we have eliminate huge hurdles in brand confusion as customers continue to become more familiar with the company name, instead of simply the service they are using.
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