CONTENT STRATEGY & INFORMATION ARCHITECTURE
HR Consulting Website Transformation & Content Strategy
Simplified a complex consulting website by restructuring content, navigation, and messaging to help prospective clients find services faster and take action with confidence.
MY ROLE
UX Content Designer
PLATFORM
FIgma (design), WordPress (planned)
TIMELINE
May 2026 - present
AUDIENCE
Professionals, Leaders, Teams, and Organizations
DELIVERABLES
Content Strategy, User Flows, UX Writing, Optimization
OUTCOME
Improved service discoverability and consultation pathways
OVERVIEW
AMC's existing website contained valuable content, but information was distributed across multiple pages and presented in a way that made services difficult to compare and key actions difficult to find. Several pages contained lengthy content that reduced scanability, while supporting information such as FAQs and testimonials was separated from the areas where users were making decisions.
I conducted a content review, streamlined and reorganized page content, restructured the site's information architecture, and created high-fidelity design concepts to support a future WordPress implementation.
Rather than simply refreshing the visual design, the project focused on clarifying services, reducing content complexity, improving content structure, and creating a more intuitive path from service discovery to consultation.
CHALLENGES
Reducing content volume while preserving the information most valuable to prospective clients
Transforming lengthy, text-heavy pages into content that could be quickly scanned and compared
Creating consistency across service offerings that were presented differently throughout the site
Bringing related content together so users could find answers and build trust without navigating multiple pages
Designing a structure that supports both current content needs and future expansion
GOALS
Improve discoverability of services and resources
Clarify AMC's service offerings and expertise
Create a more intuitive user experience for prospective clients
Establish a scalable content structure for future growth
Modernize the site's visual presentation while maintaining credibility
BEFORE
Primary consultation call-to-action was difficult to find
Service information was distributed across multiple pages with inconsistent structure
Navigation did not clearly support user goals or decision-making
Limited visual hierarchy made key information difficult to scan
Messaging lacked consistency across service offerings
Existing site did not effectively communicate AMC's value proposition
AFTER
Elevated consultation calls-to-action throughout the user journey
Simplified site structure with clearer pathways to services and resources
Reorganized navigation based on user needs and content priorities
Consistent page templates supporting easier content consumption
Improved messaging hierarchy emphasizing key offerings and outcomes
Modernized design concepts prepared for WordPress implementation
INFORMATION ARCHITECTURE
I restructured the site's content hierarchy to better align with how prospective clients evaluate consulting and coaching services. The original site contained multiple service pages with limited content, making navigation more complex than necessary. I restructured the information architecture around user needs, consolidating related content and creating clearer pathways for visitors exploring services, credibility indicators, and consultation options.
KEY DECISIONS
I approached this project as both a content strategy and information architecture challenge. The existing website contained valuable information, but several pages contained limited content and supporting information was separated from the areas where users needed it most. The decisions below show how I simplified navigation, reorganized content, and created a clearer path to consultation.
Increased conversion visibility
Elevated the "Schedule Free Consultation" call-to-action from a lower-priority homepage element to a highly visible action throughout the site.
Consolidated service content
Combined three lightly populated service pages into a single structured experience, reducing navigation complexity and making it easier for visitors to compare services.
Designed for future growth
Created a flexible content structure that supports future service expansion. As offerings grow, individual services can be expanded into dedicated pages and linked through "Learn More" pathways without requiring a redesign.
Improved content recognition and scanability
Used consistent icons on the homepage and Services page to create a stronger connection between service summaries and detailed descriptions. This helped visitors quickly recognize offerings and navigate content more easily.
Improved content relationships
Rather than keeping FAQs and testimonials on separate, dedicated pages, I integrated them into the areas where they were most relevant. FAQs were moved into the Services experience to support decision-making, while testimonials were incorporated into the About page to reinforce credibility alongside AnnMarie's experience and qualifications.
USER FLOW EXAMPLE
The redesigned experience creates a clearer path from service discovery to scheduling a consultation. Visitors can quickly explore services on the homepage, compare offerings within a consolidated Services experience, and schedule a consultation through a dedicated Contact page.
OUTCOME
Reduced navigation complexity by consolidating content across multiple standalone pages into a more focused site structure.
Established a clearer content and navigation framework for prospective clients
Simplified service discovery by consolidating related content into fewer, more purposeful pages
Created a dedicated consultation pathway through improved calls-to-action and a new Contact experience
Delivered a scalable foundation that supports future content growth and service expansion
Developed high-fidelity page concepts approved for WordPress development (in progress)