Rogers wanted to revamp its website to create a more user-friendly and search-optimized digital experience across its Small Business and Enterprise audiences.
The Challenge
How could Rogers make its website easier to navigate and more relevant to users while improving the performance of its content in search?
My Role
As a Strategist/Writer on the User Experience Design team, I brought together my background in behavioural science and digital advertising to analyze how visitors interacted with the Small Business and Enterprise sections of the site.
Working closely with designers, I translated behavioural and performance insights into recommendations for content placement, messaging, layout, and imagery.
The Approach
Audience segmentation was central to the work. The same product could require very different messaging depending on who was evaluating it.
For example, copy targeting a Small Business audience was adapted to reflect its specific needs and level of expertise, while Enterprise messaging used a more sophisticated vocabulary and addressed different business considerations.
We also incorporated relevant keywords into the copy and analyzed the performance of keywords and imagery, refining content based on audience response and engagement.
The Result
The work brought together behavioural insight, SEO, content strategy and UX design to create more targeted digital experiences, recognizing that effective content isn’t one-size-fits-all, even when the underlying product is the same.
