York Solutions
York Solutions
Website strategy and SEO for a leading IT and business technology consulting firm
Overview
York Solutions helps businesses achieve their greatest potential with technology by transforming, innovating, automating and building predictable technology solutions and outcomes.
York’s goal was to improve the visibility and effectiveness of its website both through SEO (to help generate inbound leads) as well as by updating its positioning and messaging to reflect a strategic shift in business priorities from its legacy in talent solutions to a renewed focus on technology solutions, resulting in a comprehensive website refresh project.
View Live Site >“Appreciate all you do! You’ve been awesome to work with!”
Becca Hoeft, Brand and Communications Consultant
Aligning the executive team
It all began with getting the executive and leadership team on the same page with a renewed focus on where the company is growing. After kickoff and a few very productive meetings with all necessary stakeholders, we had enough alignment and buy-in from the whole team on the priorities for refreshing York’s website and positioning and messaging.
Gathering external feedback
Following the initial alignment above, I recommended, set up and led a card sorting exercise and questionnaire using a tool called Optimal Workshop that was sent to several external (client) stakeholders to gather additional feedback and input from this audience about the website organization (sitemap) and what they call York’s services and solutions to aid in SEO and keyword research.
A comprehensive sitemap and wireframing exercise
Once all my questions were answered, I prepared, presented and revised a sitemap and full set of wireframes using a tool called Figma until everyone felt great about taking this architecture into the next phase of design and eventually development. Although I didn’t have any direct responsibility in the design and development phases, I collaborated and supported the internal designer/developer resource who brought this website refresh to life.
Extensive SEO and keyword research
Additionally immediately post-kickoff, I conducted SEO and keyword research to understand York Solution’s current performance wins and gaps. I also considered the external client feedback that was gathered earlier in this process to create a more robust target keyword list, as it was apparent from the start that potential clients have a large variety of keywords (groups) they would search to find a company like York’s.
This research heavily influenced and guided my recommendations for the website strategy and UX and resulted in an SEO roadmap and plan for how the next refreshed iteration of the website would work in tandem with SEO, and beyond in future content marketing efforts.
The next step in this project was to map the target keyword list to the newly revised and added pages as a result of the sitemap and wireframing exercise above, with the last step being to review each page and its content for SEO optimization, including key headings, body copy, title tags and meta descriptions.
The Results
The results are still pending as this project is set to wrap up in February 2024. I will update this once we’ve had enough time to see the results of this project!