The document describes changes made to the website of a swimming pool supplies company to improve SEO, user experience, and business metrics. Key changes included adding social media links and feeds, rewriting content to be more optimized for search, creating additional helpful pages like an FAQ and blog, and implementing user reviews and questions/answers on product pages. These changes led to increases in email subscriptions, social media followers, and overall engagement with the site.

1. Rachaelle Lynn

2. Website Home Page

3. Website Home Page
Below the fold

4. Website Home Page
Revised text of footer
so meta description
reads as “The
internet’s #1 choice
for discount
swimming pool
supplies” instead of
registered trademark
information, which
was the meta
description when I
arrived at the
company.

5. Website Home Page
Spearheaded and
instituted slogan
“Your Pool Is Our
Passion” (written
for free by an
internal resource)
for company to
integrate
consistent
company
branding across
all channels.

6. Website Home Page
Home Page Changes
•“Clearance” in left
nav changed to red
font to draw attention
•“for special offers
and discounts” added
to eMail sign-up call-
to-action; this simple
change increased
email subscriptions
by 400%

7. Website Home Page
Changed H1
tag on home
page to
relevant
keyword and
update static
content on
home page
regularly to
improve SEO.

8. Website Home Page
Created blog
and added
blog badge to
home page
to make blog
easier for
consumers to
locate.

9. Website Home Page
Started social
media
accounts and
added social
media badges
to website
home page
(later updated
to feature
Pinterest in
place of
LinkedIn).

10. Website Home Page
Added Twitter
Feed to website
home page so it is
constantly being
updated with
fresh content,
which makes
Google more
likely to crawl the
site frequently
and improves
SEO.

11. Website Home Page
Added pages
to home
page footer:
•Product
Recalls
•FAQs
•About Us
•Press Room
•Testimonials

12. About Us Webpage
Created and
wrote content
for About Us
page to
increase
number of web
pages on site
and credibility
to the
company.

13. FAQs Webpage
Created and
wrote content for
Frequently Asked
Questions page to
improve company
credibility, increas
e time on site, and
provide better
customer service.

14. Press Room
Added press
releases to
company
marketing plan;
added Press
Room page to
site – the
consistent
updating yields
SEO benefits.

15. Testimonials Webpage
Added
Testimonials
page to
website to
increase
consumer
confidence and
to increase web
crawls for SEO
benefits.

16. Facebook
Created Facebook
page for company
and promote it
with the goal of
qualified “Likes” –
those who own
and maintain their
own swimming
pools and hot
tubs.

17. Facebook
•Deal of the
Day
•Links to
recently
published
blogs, articles
, and press
releases

18. Twitter
Started company
Twitter account
•Gathered followers
organically
•Maintained an
appropriate ratio
between followers
and following
•Scheduled regular
Tweets via free
software
•Participated in
#followfridays, @me
ntions, etc.

19. Pool Care Tips Blog
Added blog to website
in January 2011.
•Blog currently has over
400 articles
•Blog articles are
marketed on
Facebook, Twitter, and
Pinterest
•Blog articles are used as
content for monthly
newsletters
•Blog articles provide a
forum for customers to
gather how-tos and to
ask questions when they
need help

20. Pool Care Tips Blog
•Top nav on
blog offers easy
browsing of
popular pool
care topics
•Right nav
offers easy blog
sign-up, recent
articles, and
categories for
efficient
browsing

21. Pool Care Tips Blog
Left nav on
blog takes
consumers
to the e-
commerce
section of
the site.

22. Old Product Pages
Old product
pages
contained
very little
content,
none of it
optimized for
SEO.

23. Product Pages
Implemented
Ratings and
Reviews and
Questions
and Answers
on product
pages.

24. Product Pages
Rewrote product
pages to include
comprehensive
, SEO-optimized
descriptions, inclu
ding H1
titles, keywords, a
nd complete
explanations of
what customers
are purchasing.