Reimagine

A complete website revamp for a California-based flexible workspace provider, OnePiece Work, aims to improve lead generation efforts and strengthens brand positioning.

My role

As the company’s first marketing executive hire, I immediately identified major lost opportunities through the existing website. I initiated and managed the entire project as it passed through various stages from brand development to the final website launch.

My responsibilities extended to coordinating with the global marketing team in the U.S. and China, as well as the web development team, to ensure brand consistency. 

The Process

The complete vision for the new and improved website is made up of the following aspects:

• Clear overview of service offerings

• Feature each location with a high-level description, virtual office tour, space images, amenities, membership options, on-demand office bookings, and neighborhood.

• Highlight the OnePiece Work difference.

• Create a seamless office booking process for end-users.

• Ability to generate more leads through newsletter subscriptions and event registrations.

• Most importantly, establishing the brand as an industry leader through thought leadership content. 

On our path to the website mockup, I led the team to conduct client interviews and focus groups to make data-driven decisions. I also worked closely with our SEO agency partner to ensure our copy and development process is SEO optimized.

As the company began to offer partnerships with building landlords, we restructured the tabs with a clear target audience: enterprise clients and landlords. This change enabled us to overcome a challenge; we were able to better streamlined inquiries and minimize back-and-forth communication with prospective clients.

Metrics

• Boosted organic web traffic by 49.9% through SEO optimization and robust content strategy (previously 7.1%).

• Improved website conversion rate from 34% to 83%.  

• Increased lead generation by 125%.

Key takeaways

• The process taught me how to balance creating a “perfect world” website and understanding the real needs of end-users.

• How to set clear expectations and project tracker with multiple stakeholders.

• This project strengthened my understanding of the web development process.

• How to best manage remote teams and agencies including our website developers, SEO agency, and in-house marketing team (in the U.S. and China).