Challenge
Wisconsin, like so many other states, is facing a labor shortage. Wisconsin Economic Development Corporation (WEDC) tasked my agency with developing a talent attraction program to encourage folks to learn more about moving to Wisconsin.
Solution
As part of this program, we developed a brand new website that served as a landing spot for paid media and was the primary way we funneled prospects into the lead-gen campaign.
This project fell within a larger website redesign for WEDC, so we conducted a mini discovery process that included a competitive audit of other states and regions that have similar programs and a content audit to decide what needed to be created.
What I did:
- Led the competitive audit, looking at the structure of talent programs and websites across the country
- Completed the content audit to determine which content from the old talent site would make the move to the new site and what needed to be created
- Developed the site map and content hierarchy based on the content and insights from the competitive review
- Collaborated with the UX designer to ensure content was properly represented in wireframes
- Provided direction to the creative team based on our research, user needs and business goals
- Wrote metadata (title tags, meta descriptions, alt tags) for each page of the site
Results
Phase 1 of the website launched in February 2024, and plans are underway for a phase 2 following a successful 6 months.
2.1k
qualified leads driven in 6 months.
314k
website sessions.
80% more
website sessions than expected.