Anna Heinrich
Content Marketing Manager
{open to opportunities}
In my current role as Sr. Marketing Writer, I manage content and strategy for 11 brands. As part of this role, I write long form content such as web pages, blogs, white papers, webinars, and emails, as well as manage social media, assist with sales outreach, and edit SME-produced articles.
Recently, I have focused on updating and refreshing underperforming web pages. The main goal here was to increase conversions, reduce bounce rate, and create a more streamlined user experience. The images below show part of the before and after of a Free Trial page redesign. Here I focused on brevity, action-oriented language, and sophisticated branding.
The before page, with outdated branding, clunky sentences, and an excessive amount of content.
While good information, this before page bogged users down with too much thrown in their faces at once.
This is still the before page. Endless scrolling with no hard CTAs made for a confusing user experience.
After page: Notice the streamlined and action-oriented language, as well as more sophisticated graphics.
This is the entirety of the after page. The focus should be on getting prospects to fill out the form, not scroll through more information.
