Working with our client, Sprint 0 team, ECDs, CDs, UX Architects, Art Directors and Copywriters, I produced the content strategy for the new Land Rover Defender product pages on Landrover.com. The global website serves as a template for 26 market websites (co.uk, .es, usa.com, etc).
I worked closely with a Creative Director to align messages with ATL, social and printed material.
Working with the UX architects in the Spark44 DX Creative Team, I helped develop a new page and content structure for Land Rover Defender — moving away from an overview and key feature pages of previous models to a page structure featuring more in-depth pages covering the key selling points of the vehicle: durability, capability, design and in-car technology. The content is also structured differently within pages — moving from video and high level, emotive content at the top of a page through to interactive elements and then finally to the granular detail of product specific features at the end of the page.
The content was published on 10 September 2019.
- 1.1million visits to the client's website on day one
- 772k visits to the Land Rover Defender product pages
- 55 percent of users engaging with calls to actions, driving them closer to purchase (an increase of 12 percent on the previous metric)
- 424k configurator starts and 192k configurator completions