UX Content Strategy

Brand Identity: User Sentiment of CableTV.com

A woman looking at a laptop computer screen, with the CableTV.com logo overlaid on the image.

How do users feel about your brand? Understanding this user sentiment is key to growing and maintaining an effective online presence for your organization.

I conducted 1st click testing and user interviews to uncover insights into how users perceive the CableTV.com (CTV) brand when conducting searches for internet providers — a key resource on CTV's site which may appear contradictory to its branding.

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Lead Gen Qualification

Screenshot of CableTV.com page showing a content card for Cox internet in Phoenix, Arizona.

Operation Traffic Control was a project to better qualify leads sent to one of our partners. I conducted interviews and usability testing to measure the effectiveness of our efforts.

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Competitor Analysis: CTA Labels

Close up of a person's hand on a computer mouse, getting ready to click.

Call-to-action button labels are crucial for good UX. I did a competitor analysis of CTA labels and follow-up CTA label A/B testing on CableTV.com.

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Content Audits

User Journey Audit

Illustration of a person looking at multiple paths to walk down, with arrows pointing in three different directions.

To best understand the user journeys on your website, you should audit the end-to-end process—how users enter, interact with, and exit the site. I conducted this audit for CableTV.com.

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Above-The-Fold Content Audit

A heatmap view of a desktop webpage on CableTV.com, with a red tint covering the page and a line showing the average 'fold' position on the screen.

Content “above the fold” on a webpage—that is, the content seen at the top without the need to scroll—is critical for site messaging and conversion opportunities.

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Content Mapping

CableTV.com Content Map: A Visual Model of Web Content

Zoomed out view of the content map for CableTV.com, showing content hubs with clusters of content pieces around each one.

A content map is a high-level visual representation of content on a website, built using a 'hub and spoke' model to arrange content together by topic. See an overview of the content map I created for CableTV.com.

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KPI Mapping to Funnel Stages and Content Types

A chart showing labels for different KPIs (like page views) represented in circular shapes and organized into a collection under the heading 'Bottom Funnel'.

To create optimal site content and best measure its success, it is crucial to define the relationship between your KPIs and your content. I mapped core KPIs to funnel stages and content types for CableTV.com.

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Web Page Designs

SEO Pillar Pages

Pillar page preview image

Our content team at Cru worked with SEO specialists to develop pillar pages for our website. Pillar pages are comprehensive, long-form articles on a particular topic.

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Coding Project

Ministry Quiz Project: A Digital Success Story

Ministry quiz preview image

“What Ministry Is Right for You?” is a custom-built quiz that won a UserTesting illumi award and became the number one lead generator for the Cru ministry website.

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