Diversity and Inclusion hub for ICAEW

Role: Content Manager

The challenge

Redesign equity, diversity and inclusion website content to improve traffic and boost conversions (sign-ups to D&I community)

Actions

• Used newly designed templates to create wireframes
• Facilitated D&I content committee to gain input from subject-matter experts
• Built hub content on CMS
• Optimised the hub using Hotjar heat maps and Google Analytics

Outcomes

• Page views up significantly
• Click-throughs to D&I community increased
• Related content signposted from hub