Gloria Feldt: Author, Speaker, Activist

Gloria Feldt
Top: After the Redesign
Gloria Feldt
Before the Redesign

 

Background

The client had a WordPress-based website (bottom image) that needed to be refreshed but not redesigned; it incorporated two separate blog feeds from other WordPress sites, both with different URLs.

Challenges

The site was built and maintained over the years by a number of designers; the back-end structure was at times hard to decipher and adjust. The client needed to showcase her numerous political campaigns, her books and her speaking schedule, which needed to be updated regularly and with ease.

Approach

Since the client asked for help mainly with content strategy, I added a lively, personal introduction to her work on the homepage, a clear call to action to invite her as a speaker and join her in her campaigns and a more engaging widget on the right-hand sidebar. These elements were placed “above the fold” to be seen before users scrolled down.

I changed the content flow on her homepage to highlight upcoming events and added high-resolution images to a redesigned slideshow. In addition, the client asked to crop her image on the top left but leave it in place. We prominently added there her key messages: a list of top takeaways and how-tos from her recent activist campaigns that visitors see as soon as the page loads.

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