Shelby Catalano

After Wilson's 20th anniversary—formerly known as WilsonHCG—it was agreed the company's expansion of global services needed a rebrand. As part of the Marketing team, we crafted a strategy in lieu of multiple challenges, including our in-house Web Developer going on maternity leave, existing CMS parameters, and years of inconsistent, ad hoc UX. I conducted a content analysis to reduce the number of pages to migrate while prioritizing key pages to rewrite, ensuring the new site had all of the launchpad material needed that could be built upon over time. This was done alongside the design process—I created a standardized template for all of our service-based pages to expedite delivery while maintaining the highest quality and value. Additionally, I spearheaded creating a vision, purpose statement, and new brand editorial guidelines that departed from strict journalistic roots and instead embraced a more approachable tone to differentiate ourselves in the market. I scripted our new brand video and worked with an agency to provide creative direction on brand-aligned assets and visuals to successfully translate our new content, which included a "smile in the mind" element.

All of these efforts led to a 40% increase in organic traffic, with site engagement post-launch increasing by 42% with a 59% rise in pageviews per session. Contact Us page views per session also increased by 255%, further validating the success of the new, more streamlined site.