NESN.com Article Redesign
As the most trafficked pages in all of NESN Digital, we needed to vastly update the article pages on NESN.com. I had to balance Sales, Marketing, Content, and SEO, with a great User Experience. The main goal of the page is to make money but we also need to get the user to stay on the page longer and/or click to more pages during their session.
There was A LOT that went into this. There were typography studies, hours of research, testing, many concepts, many revisions based on ever changing priorities from different departments… Here’s my official blurb to the company:
“The new article design attempts to address issues with legibility, revenue, authority (SEO), and brand recognition. We have paired two accessible fonts together to 1) become ADA-compliant and 2) push the brand forward to the users. Banner ad logic will serve up ads much more frequently than the previous iteration and are built into the design so as not to annoy the users. This more frequent ad serve will allow us to avoid sticky banners obscuring the view of articles. On that note, Videos will always be present on the screen, increasing the likelihood of multiple pre-roll ad impressions on each article. We are giving more prominence to the authors with links to their four most recent articles and a bio at the end of the article. This helps us rank higher in search to give us more authority on our articles.”
