Executive Summary
Sealed is a climate tech company on a mission to stop home energy waste and electrify all homes. To support this effort, Sealed maintains a resource library with hundreds of editorial articles that help customers learn about home energy waste and comfort solutions. My team led a redesign of the library to improve article discoverability, increase articles-per-visit, and boost MQL conversion volume. The project was completed within a 3-month timeline and involved key stakeholders from Marketing and the C-suite. The redesign successfully boosted article readership and increased organic marketing-qualified leads (MQLs) by 4%.
Details
Company: Sealed.com
Project type: Website redesign
Timeline: 3 months
Role: Director of Creative Strategy
Before | After
Areas of Improvement
01
Vertical Space
The original design featured oversized images with thick padding and margins, limiting the initial view to just one article headline. By reducing image and padding sizes and relocating the Topic navigation to a sidebar, we made an additional row of content visible on page load.
02
Navigation & Taxonomy
Before the redesign, Sealed’s content library lacked a clear taxonomy, relying on unstructured ‘tags’ for categorization. As my team assessed the navigation challenges, it became evident that a more structured hierarchy was needed. I collaborated closely with the Content Strategy lead to develop a concise topic list that now forms the foundation of the new navigation menu.
03
Search
The finishing touch of the new design was an unassuming search field—a relatively easy addition, but one with immense ROI. By capturing user search inputs, our content team could leverage this data to inform and refine their editorial offerings.
Mobile
