Context is a software company that sells two main products: career sites and a Candidate Relationship Management (CRM) software. The company’s mission is to help companies attract and hire the best talent for their job positions.

I worked in the Marketing Department at, which was responsible for attracting and generating more leads by rebuilding, redesigning and optimizing the website.
My role as the Content Marketing Specialist was to:

  • Make website and content recommendations based on research findings
  • Write new website content
  • Edit existing website content
  • Work with the Web Designer to decide how to structure any new pages or sections

The Problem

When I first started working in the Marketing Department, the team wasn’t generating enough leads for the Sales Department. Consequently, the Sales Representatives didn’t have enough work to do, or they would resort to cold calling potential clients, which was rarely effective.

To make matters even worse, the leads that the Marketing Department did generate weren’t usually a good fit for our company.

The Approach

Key Research Insights

Over the next few weeks, I conducted  client interviews, secondary research and a website audit to find content gaps and opportunities for These are the key findings that I discovered from each stage that led me to my initial hypothesis:

  • The homepage did not speak to our target audience’s goals or pain points
  • The website did not provide answers to the questions that our target audience cared about
  • The Recruiting website lacked industry-specific content that enabled us to resonate better with our target audience
  • The did not make it easy for website users to express interest in our products (e.g. very few forms)
  • The website did not effectively communicate what kinds of results they could drive for clients

The Hypothesis

If we create a landing page for each major recruiting challenge, we can engage and convert more website visitors.

Creating the Wireframes

I worked closely with the Web Designer to start envisioning and designing the new landing pages. During this process, I reviewed a lot of case studies and primary research online to make strategic decisions about the pages’ layout and content. I also researched our competitors landing pages to analyze their strategies and find out how we could outperform them. Next, I shared my findings and recommendations with the Web Designer and we worked together to create a mockup of the landing page.

All of the pages will…

  • provide only enough information to engage the user and entice them to contact us
  • include an attention-grabbing introduction and statistic that generate a powerful emotional reaction (e.g. urgency, excitement, fear)
  • include a relevant testimonial or quote from a current client to establish credibility and trust (we will also include an image of this client’s career site)
  • include a Contact Us form at the bottom so that website visitors can easily submit their interest, which would lead to an improved user experience and more leads for
  • have the same layout and sections to simplify and speed up the process (must meet tight timeline)

Creating the Landing Pages

Once the landing page mockup was complete and approved, the Web Designer built the page templates in WordPress while I wrote the content for the pages and collected any necessary assets. After a few rounds of edits and revisions, I was able to plug the content into the page templates. Then we reviewed the first versions of the pages as a group.

The pages looked great for the most part, but we needed to make some minor adjustments before they were completely ready to be published. For example, we needed to tweak some background colors, font sizes, and page padding. The next day, the pages were complete and ready to be published.

Driving Qualified Traffic

Once the pages were created, we needed an effective way of driving relevant traffic to them. The homepage was easily the most visited page on the website, so we decided to leverage it. We created a new section on the homepage that featured each pain point and empowered users to segment themselves (click to enlarge):

This new section empowered our homepage visitors to segment themselves and visit to the page that would most interest them.

Because I was also responsible for creating and managing the blog, I looked for opportunities to link to our new pages throughout the articles I was writing. Here is an example of an article I wrote that strategically incorporates links to all of the new landing pages:

The Results

0 %
of homepage visitors clicked on a challenge
0 %
of landing page visitors clicked on a challenge
0 %
increase in
leads per month

Other Unique Findings

Although it was the most clicked on pain point on the homepage, the new Losing Talent to Competitors page ended up generating the least amount of leads. To figure out why this was happening, I compared the details of the Losing Talent to Competitors page to the page that was generating the most leads: “Hard-to-fill jobs”. I realized that the featured statistic on the “Hard-to-fill jobs” section was likely more impactful, and the career site featured on the page was more colorful. Knowing this, I researched alternative statistics and career sites to feature and updated the page. Two months later, I discovered that leads per month increased by 15 percent.

[insert image of new page – use Wayback machine?]

The new section on the homepage provided insight that impacted some of my other content marketing responsibilities as well. More specifically, it helped me determine what article topics I should be focusing on most in the blog.

By leveraging EIDs, I was able to determine that the “Losing talent to competitors” button got clicked on more than any other pain point. As a result, I started to wonder if I should write fewer articles about the other three pain points and more articles about this pain point. To confirm if this was the right move, I analyzed which articles were getting the most views and engagement and looked for key themes. Soon enough it was obvious that any topics that related to losing job seekers, competitors, and top talent were the most popular. As a result, I focused more of my efforts on creating content about these topics.

[insert examples of articles]Two months later, I drove the following results for the blog:

  • Increase the average number of pages per visit by 4
  • Decreased the average bounce rate by 25%
  • Increased the average time on site by 1 minute and 35 seconds

What Happened Next

Once I knew that the landing pages were successfully driving more leads for the company, I used a few other marketing techniques to maintain and increase the amount of leads that the landing pages were generating. 

First, I strategized and implimented a/b tests on the pages to find out what copy, button colors, and other elements converted more visitors, especially on the form intake. I also created case studies, articles, and eBooks that spoke to the different personas we identified in our research. Within these pieces of content, I included calls to action to visit the new landing pages. This helped us drive and increase traffic to the pages over time.

Key Takeaways

  • Audience segmentation can benefit both users and companies
  • Consumers want solutions, not products
  • Letting your audience segment themselves can provide valuable insight


View more projects to find out what else I've accomplished.

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