Content strategy, SEO, and content creation for a global HPE website

HPE Education Services (EDU) provides multi-format IT training to technology and business professionals. I own the content strategy, content creation, and editorial calendar for the site, which supports 40 countries.

In addition to overseeing a total site redesign, I manage the SEO initiative, including researching, reviewing, and writing metadata and localizing metadata for 14 different markets.

The content journey

When I started on the project, the site was in need of revitalization. The copy was full of jargon and what I call “marketing-ese,” it didn’t clearly describe or explain the services, and there were several terms that aren’t used outside of HPE.

HOME PAGE–BEFORE AND AFTER

• Oversaw the complete redesign top to bottom with new copy and visually engaging imagery.
• Added a new introduction module to explain EDU and describe its training solutions.
• Created a new module for course schedules using icons to help visually guide customers. (Previously the schedules appeared as random links throughout the page.)
• Categorized the list of links within the “Brands” section.
• Put together a new module to spotlight EDU’s remote learning options.
• Replaced the five-tile module (using outdated brand colors) with a more modern design.
• Introduced an “evergreen” module at the end of the page to feature content that customers will find useful.
• Modernized the Related Resources section to use less space while remaining visually appealing.

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MORE EXAMPLES

HPE Digital Learner

Digital Learner is EDU’s flagship product and is one of the most visited pages on the site. The page did not reflect this. It had a video that was several years old, used confusing insider terminology (offering “packages” instead of “subscription plans”), and didn’t do a good job of telling customers what it is and how it could benefit them.

In addition to a complete design overhaul, I added a new module clearly explaining the service and the breadth of training content available with a subscription. I also eliminated the five CTAs in the page hero, updated the subscription table with colors to indicate the different tiers, and redesigned the remaining page modules.

eLearning

The eLearning page had an identity problem—rather than clearly stating that the page features single eLearning courses that can be purchased a la carte, the page immediately discussed the eLearning subscription service, HPE Digital Learner. Adding to the confusion, the first two CTAs led customers off the page.

To resolve the confusion, I updated the look of the page with new design/images, rewrote the copy to make clear what eLearning is, and moved the course catalog higher up on the page.

eLearning redesign process

Customer journey: Hero/Title section gives a quick overview of the solution > Intro module explains the solution and its features in more detail > Customer can immediately see the available products and make purchase selection.

1. Rewrote main header and body copy to explain what “eLearning” is clearly and quickly.
2. Created a new intro module to provide more detail about the product, the type of courses available, and to reinforce that on the EDU site, “eLearning” refers to an individual online course.
3. Moved the catalog further up the page, directly beneath the intro module, to improve flow.
4. Created a new upsell module for Digital Learner that appears under the catalog.
5. Added images to improve the page’s visual appeal.

SEO

We launched revised SEO metadata on the worldwide (WW) site in July 2020. The metadata included updated meta title, meta description, keywords, alt img tags, and <H> (heading) structure. After allowing time for the new metadata to be crawled and indexed, I ran a report using the Google search console data and discovered that we had a 67% increase in impressions from June through October 2020.