How to streamline your content experience

FedEx Packing and Packaging Experience

Tactics

13 landing pages creating a centralized information hub
10 existing pages updated or migrated

1 supporting downloadable PDF

Results

98% page reduction
12,654 keywords rank for site
453 keywords rank in first 3 positions
19,153 keywords rank for the main packing page

Situation

With 50 years of experience in shipping, FedEx had amassed over 1,800 pages of packing and packaging content. Their brand language was developed before SEO keywords became the focus of search. In short—their language wasn’t customer-centric or keyword-rich. To create a better overall customer experience, FedEx partnered with Counterpart to make their content concise, easy to navigate, and easy to find on search.

Counterpart provided:

Creative direction
SEO optimization
User-experience analysis
Writing
Design
Project management
QA

Message strategy for streamlining content

How can you see similar success? With techniques like these:

Showcase quick actions

Enable self-selection

Reference familiar things

Explain things simply

Use visual storytelling

Fill content holes

Make content scannable

Always give context

Use human language

Looking to get on the first page of search results?

Need to condense content for clarity?

Get yourself a counterpart for that.

I know a lot of hard work, patience, and time was put into making this design a success! Great work!
Jessica G. Marketing Advisor

Now get a quote from Counterpart

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