As the sole digital writer and content lead for the IRIS digital team, I worked with my colleagues to migrate the Staffology website onto the IRIS UK website.

This was a huge undertaking, with complex project management and months of planning and consultation to ensure we retained as much SEO value as possible from the Staffology website.

With over 300 pages to comb through and consider and (as is typical in the tech world!) a very narrow window to bring everything over, the pressure was on.

Content audits and template face-lifts

As Content Lead, I used in-depth engagement data and worked with the SEO lead to help determine which pages were of highest value and ought to be prioritised during the migration.

After spotlighting a few dozen key pages, I used additional SEO data and manual checks to perform a content audit, identify promising sections we could lift, adapt, and distil into new pages. I also flagged high-performing blog posts and articles that would be valuable to migrate, but would first need copyediting or correcting.

As part of mapping out a new framework, the team used data from both websites to figure out how best to condense and organise the new pages on the IRIS website. Working the Design and CRO lead, we also developed a new template for the flagship product pages to capitalise on the best-performing elements of the old Staffology website.

Retaining SEO value and boosting brand voice

When it came time to writing the new pages, I had to strike a delicate balance. We needed to retain the engagement value of the old Staffology website, but also adapt the content so it sounded like IRIS and appealed to our customer base.

Using SEO analytics, I was able to write drafts that could both retain the SEO value of the original website and capitalise on new opportunities for our content to rank and resonate with the right browsers.

I worked closely with the Product Marketing team to ensure we were presenting the product accurately, filling in the gaps I’d identified during the content audit – the original website had an energetic and compelling tone, but it was light on features or “here’s how this software could help you” world-building.

The final result was a gorgeous, informative and (according to recent analysis) well-performing suite of pages that brings the together the best of these two brands.

Follow the links below for a sample of the work!