The Brief:
Initially the Responsible Contracting Project (RCP) needed someone to build their website for an immediately launch to showcase its critical policy and research work.
The initial site was based on a simple, 3-5 page site that had been designed by another designer.
As the project expanded and content volume grew, the rigid initial structure was no longer appropriate for the needs of the organization leading to a failing user experience (UX) and negating SEO efforts.
We decided to execute a full platform overhaul—redesigning the site's architecture for scalable content growth while maintaining a shallow user path. This transformation required preserving two years of accumulated SEO value and implementing a punchier color palette to enhance brand authority.
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My Role
My role evolved from Initial web developer to long-term digital strategist.
I managed the foundational build, then led the complete strategic redesign, information mapping, and oversaw website development and SEO management for two years, ensuring visibility throughout the project's evolution.
Project Outcomes and results
The complete site redesign—combining a refreshed visual identity with a significantly improved information architecture—delivered immediate and lasting results. Strategic design proved essential for making complex content accessible.
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Enhanced User Experience: The shift to a scalable, intuitive architecture resolved critical navigation issues from day one. Results included a 7% increase in pages per session and a 10% decrease in bounce rate.
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Establishing Market Authority: Throughout the two-year engagement, consistent SEO management maintained the site's position as the leading digital resource in its space. The website ranks first for most major policy and topic-specific keywords, ensuring policymakers and media immediately find authoritative information.
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Key Insight: This project demonstrates the critical importance of architectural planning. For any platform anticipating rapid, high-volume growth, investing in scalable infrastructure and prioritizing intuitive navigation—regardless of content depth—is essential for long-term success.