National Association of REALTORS®
I am the Director of Web Content Strategy, responsible for the production, management, and governance of web content for the main member communications channels of NAR, managing a team of seven. I also worked for five years as a content strategist at NAR, optimizing six major sections of nar.realtor. Below are a few sample projects, ordered by scale.
Site redesign, migration, and launch – 2017
Develop an entirely new presentation including design, taxonomy, and navigation of nar.realtor; migrate existing content; import subsite advocacy content into singular web presence.
The presentation below introduced the board to the new site in September 2017, just prior to launch.
Explore the full site: nar.realtor
- Worked with user research vendor to develop master taxonomy; educated subject matter experts on new vocabulary; mapped existing vocabulary terms to new terms
- Wireframed three of the top-level navigation landing pages; UX and user research tested
- Mapped content fields for migration; merged tags to new vocabulary
- Built topic pages, landing pages, and simplified menu structure from existing site sections
- QA of new site through testing and launch
Blogs migration – 2019
Migrate NAR’s WordPress blogs to Drupal system, setting up as blogs on the same platform as all other nar.realtor content, allowing it to be featured and tagged across the flagship website.
Audit existing blog content, set lifecycle rules, and bulk tagged existing content to current taxonomy terms. Reduced blog clutter by more than 50% by eliminating dormant blogs and removing outdated and redundant posts. Better distributed posts through main channels, utilizing the full digital team.
- Iterative design with UX, Development, QA, and Director to establish layout
- Map 100+ categories and free tags to existing vocabulary terms
- Define URL structure for posts
- Map fields for migration
Store content integration – 2018
Drive high-quality traffic to REALTOR® Store. Ecommerce system does not currently sync with Drupal, and as such, Store traffic and conversions were dropping.
Standardized cards with call to action button on contextually relevant pages for top 25 products. For reports, included a direct purchase button in search results.
In cards on a topic page:
In search results:
- Identify top 25 products based on previous years’ sales
- Match products with pages where product is presented in context to begin
- Develop standard language, style, and call to action to be used universally
- Create images showing the product in use
Topic page marketing integration – 2018
Align Copyright & Trademark topic page with Marketing department’s messaging on a hot-button issue, keeping in compliance with Legal department’s guidelines.
Simplified focus of the page across four major facets, renamed to “Copyright,” and focused on plain language and video content.
- Created a work group of content strategy, marketing lead, and Legal Affairs lead
- Identified the four major categories of copyright information relevant to the site’s users
- Surfaced and optimized key content identified by work group
- Tracked heat maps of visits during marketing campaign, paring down underperforming links in each section
HR Toolkit for Associations – 2016
A toolkit for state and local REALTOR® associations was disorganized and outdated, and did not uniquely serve two somewhat different user types: association executives and association volunteer leaders.
Created a separate menu referencing existing content for the newly identified user type: Association Presidents. Established section structure based on job tasks, which included flattening some sections to expose previously buried content. The Human Resources Toolkit and HR Toolkit for Association Presidents was presented to the executive committee after launch.
- Log and assess content inventory
- Convert PDFs to pages
- Redraw menu structure
- Create identifying images for two separate user types to share the same content
Image standardization – 2017
Display properly cropped featured images throughout nar.realtor and in social media cards.
Identified ideal ratios for primary images and social media images; issued guidance to internal content producers on acceptable imagery.
Example: the article “Why REALTORS® Should Care About Net Neutrality” is featured below. In each instance, the focal point of the image remains central, despite varying system cropping.
- Researched Facebook, Twitter, and LinkedIn knowledge bases for sharing info
- Standardized the 12:8 ratio as the primary image dimension
- Issued content strategy guidance to internal departments:
Images uploaded and attached to a piece of content will be used wherever that content is surfaced across the site in varying sizes and styles of cards.All images should be high quality, at least 1200×800 in size (1300×867 is preferable), and have a clear focal point. (The focal point does not have to be the center of the image.) Text, logos, and high-contrast patterns should be avoided, keeping in mind that titles and summaries will often be placed over a portion of the image.Most importantly, images should match and help further the message conveyed in the Short Title and Short Summary of a given page.When showing content from a series (publication, article series, video series) in social or on the site, choose an image that is informative, unique, or interesting. The brand isn’t the important thing and it won’t draw people in.
Walgreens.com and Walgreens Photo Help Sections
Improve online customer experience scores based on qualitative and quantitative feedback.
Expanded category structure and wrote improved content for walgreens.com and photo.walgreens.com Help sections.
- Analyze and report on quantitative feedback data received from feedback forms on walgreens.com and photo.walgreens.com
- Log qualitiative feedback data and respond as needed
- Work with SMEs to test and confirm interaction and product flows for specific tasks
Adopt an internal knowledge base for call center workers and supervisors that would sync with the online
Developed knowledge base with three permissions levels, color-coded by access level for ease of use. (Project completed after I left the company.)
- Created wireframes for agent/supervisor interface
- Assisted development team in interaction design mockups