I. UNIFIED SITE NARRATIVE & KEY PAGES

Working closely with our Strategy and XD teams, I helped articulate the overarching site narrative, which dictated the messaging hierarchy and purpose for each of the unified site’s key pages.

Once we got all the senior leadership stakeholders aligned on this framework, I wrote the site’s Key Pages that would overlay the entire experience:

II. SEGMENT PAGES

While our new approach focused more broadly on offerings, each of Verizon’s major B2B segments still had its own unique needs and priorities that demanded focused attention. So, we distilled the larger site narrative into a more focused segment narrative that spoke to small business, medium-size/enterprise, and public sector customers directly.

And, from this narrative, we built individual segment-level landing pages for customers who preferred to explore content by organization type.

III. PRODUCT DETAIL PAGES

This just left the small matter of dozens – perhaps hundreds – of lower-level pages (e.g., product and product detail pages, etc.)  to bring into this new framework. Fortunately, this was an IAT engagement with several partner agencies across the IPG network. I led the R/GA copy team in writing the first batch of these PDPs, after which we handed the project off to our partner agencies, while I took on a supervisory role, providing editorial revisions, establishing best practices, and eventually handing off the remainder of the pages altogether.

HOW DID WE DO?

The unified VBG experience delivered outstanding results almost immediately, in everything from SEO (424k Organic Visits, up 41% over pre-launch) to ease of navigation (nearly 3x improvement in Quality Visit Rate over pre-launch). Moreover, it continues to build trust and engagement with Verizon’s B2B customers by demonstrating the ability to address their complex needs holistically and support them with tools that compliment their ways of working.