Justworks.Com
Project: Website Refresh
Role: UX/Content Writer
Stage 1: Copy Development
As the Justworks product suite grew to include multiple solutions, we needed to update the website to reflect a diverse set of offerings. The challenge was how to distinguish products that initially sound similar to prospects who aren’t as familiar with the specifics of HRIS solutions.
The refresh included product, features, solutions, and nav bar copy, which happened in multiple phases.
Stage 2: Homepage
As we got more comfortable in our brand look and feel, we needed to evolve the homepage. We needed to update the copy and visuals to reflect our new multi-product identity. I worked in collaboration with the Design team and Product Marketing Managers to develop copy that demonstrated the breadth and depth of our product offerings.
Phase 1: Light updates to modernize the visuals. I worked to create copy that showcased key product offerings like international and payroll.
Phase 2: Dig deeper. I worked very closely with the Design team to develop copy that felt more human and spoke to the customer experience. I provided direction from a UX perspective to ensure that the redesign would reflect how prospects would be navigating the page.
Phase 1: Creating copy for stop-gap pages to ensure customers knew what our offerings were. Language was updated across the website to ensure we’re differentiating our various products like PEO, Payroll, and EOR.
Phase 2: I worked very closely with Product Marketing Managers and Design team to make sure the copy and visuals reflected the key benefits of our new and revamped product suite. We also created all new solutions pages to target key audiences across industries and business sizes.
Previously, the features and solutions pages had very similar copy despite serving different purposes. I worked to differentiate the copy to ensure that the features pages used language that was more product specific while the solutions pages used language that would resonate with prospects who weren’t as familiar with our products and were looking for functionality first.
Stage 3: Testing & Performance
After launching the updates, we needed to monitor for performance. We used metrics like clicks on CTAs, form fill submissions, and page visits to get a sense of which pages were performing well and which could be improved. We used Justworks Payroll as the initial testing ground for new ideas.
Problem: Users weren’t interacting with the key features section.
Hypothesis: The information was hidden because it required an additional step, click on an expandable menu.
The Test: We tested removing the expandable menu and replacing it with a larger feature accordion.
Outcome: Boosted overall CTA clicks so we implemented this change.