Microsoft Create site navigation
CHALLENGE Revamp the site navigation to improve SEO and better highlight the expanding catalog of templates
SOLUTION Use customer intent data, SEO research, and template availability to create a new navigation that can grow as the site grows
ROLE Lead Content Designer
RESULTS 141% CTR increase for browse pages, 4-5K impressions for browse pages with low SEO authority, and 20-40K impressions for browse pages with previously established SEO authority.
Microsoft Create is a site that offers templates for social media posts, video content, and Microsoft 365 files (Word docs, Excel spreadsheets, PowerPoint presentations, and more). The existing site navigation didn’t highlight the expansion of templates and the associated landing pages that were being added to the site weren’t discoverable. Also, the limited number of links in the nav wasn’t helping the Create site rank with organic browser searches.
As the Content Design lead on this project, it was my responsibility to determine the new site structure and how that would manifest in the top navigation control. To deliver on this project, I…
Consulted with Content PM, UX Design, Visual Design, SEO, and User Research to recategorize current site pages and create a structure that can easily expand as our template catalog expands
Worked with Content PM to create new template collections as needed
Managed a team of SEO vendors to write content for the pages, editing their content as needed for voice
Built 25 new pages to support the new navigation
Collaborated with UX Design and Visual Design team members to create the visual structure of the navigation
Delivered detailed information to the development team ensure they had all the information needed to build the new nav
Worked with the Design and Development teams to define a 3-phase rollout due to constrained engineering resources
