LP Building Solutions
Creating a large-scale, content-focused website.
In order to meet their customer’s needs for simple, easy-to-navigate information, LP’s website required an overhaul that was more than just skin-deep.
Overview
LP maintained separate website domains professional builders and homeowners. In order to ensure their customers where given the most up-to-date information, with SEO-focused content, the sites needed to be merged into a single user experience.
The old websites did not reflect the latest branding, and leveraged content which competed for SEO.
Business Goals
Increase overall site-traffic by aligning disparate web properties under a single content strategy.
User Needs
Easily find the content needed to support the distinct user needs of building professionals and home owners.
Technical Constraints
Organize content within a singular CMS, with a component-based REACT.js front-end.
Sitemap and Content Audit
Auditing the content of each site revealed many areas of overlap, as well as opportunities to simplify the site architecture.
Rapid Iteration & Content Creation
Working closely with the content writers, we carefully mapped opportunities to connect messages to the user journeys through the site - creating natural funnels to meet users in their search for siding products. Client reviews where conducted using large printouts to help drive stakeholder engagement with the content.
Elevating content into interactive moments
As LP delivers new products to the market, their site needs to continually scale to build excitement and measure interest. By pushing content beyond static text, a system for measuring interaction and improving messaging was created. Guiding every decision was a large content strategy focused on SEO.
A unified language with a built-in variety
With new pages regularly added to the site, it was extremely important that the system could contain a variety of information while still feeling cohesive. By designing flexibility in each component, I was able to maximize the impact without impacting cohesion.
Content-focused templates
A series of content-focused templates supported the effort of bringing dozens of pages from the old site into the new design language.
A responsive, scalable UI library
By focusing on atomic design principles, a robust library of components was created to support the effort. As new pages are added, new component designs are weighed against the intended function of the page.
