Kelvin Neo, an ERA Executive Group Division Director, aimed to achieve online engagement through organic SEO for long-term investment and visibility. I strategised a new landing page, focusing on keyword-driven content and off-page SEO. As a project manager and lead designer, I led the design direction, managed SEO efforts, and created 9 keyword-driven articles. This resulted in improvements in organic rankings, impressions, and website performance.
my role
Project Manager, Lead Designer, Front-End Developer
date
Oct 2023 - Jun 2024
Process
Discovery – Design – Web Development – Articles – SEO
The Challenge
Kelvin needed a modernised and attractive landing page to enhance online visibility while retaining and condensing existing content. The page required SEO efforts and new articles to attract organic traffic, boost website performance, and improve Google rankings.
Problems Solved
I led the design strategy and developed a modern, engaging landing page aligned with Kelvin’s brand. Managed and optimised 9 keyword-driven articles for better SEO. Implemented off-page SEO techniques including speed optimisation, audit reporting, keyword targeting, and backlink building. These efforts increased search engine visibility and attracted organic traffic.
Outcomes
A beautiful and functional landing page with high-quality SEO-friendly articles was created. Thanks to Kelvin’s popularity and existing large client base, the landing page was quickly discovered and used for advertising efforts, presentations, and served as the main website link from Kelvin’s Google profile. The SEO improvements and new content enhanced the website’s organic rankings and impressions over six months.
Discovery
Frequent consultations with Kelvin helped identify his goals and online challenges. Through these discussions, we identified the need for a new landing page to enhance his online presence and create keyword-driven articles to improve search visibility.
Design
Web Design
Four design drafts were presented, focusing on visual weight and hierarchy to create attention, balance, and easy navigation, while retaining content from the old website.
Facebook Ads Campaign Post Design
Ensured a consistent visual appearance, echoing Kelvin’s website design style and colours. I also innovated on the post design copies based on market research and Kelvin’s unique selling values, enhancing the overall brand engagement.
Web Development
Developed the technical implementation of the new landing page design. This involved coding the layout, setting up on-page SEO, and ensuring compatibility across all devices.
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Articles
Each piece was carefully edited and written for clarity and relevance, transforming them into keyword-driven articles, and ensuring it contributed to improve search engine rankings.
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SEO
Over six months, Kelvin’s new landing page saw significant improvements. Organic clicks increased from 0 to an average of 20 every month, with total impressions reaching about 1K by the last month. Backlinks grew from 11 in the second month to 1.4K by the sixth (last) month. Loading speed optimisation was also improved, with mobile speed increasing from 30 to 79 and desktop speed from 63 to 91. Other off-page SEO efforts included keyword targeting & placements, and optimisation of title tags and meta descriptions.
