Join NCSA Page

NCSA was receiving significant traffic to this page—as opposed to the home page—which had outdated messaging and had not been optimized for conversion. In order to update this page while retaining the traffic, I worked to rewrite the copy and test it through qualitative research.

To start, I drafted copy that was more aligned with current messaging and performed Cloze testing and highlighter testing on the copy with a convenience-sampled group. User feedback also showed a preference for less copy and a supporting testimonial.

With the help of the SEO strategist, we used Survicate to collect user feedback on the page with a modal.

“Getting recruited” and “getting help with recruiting” remained strong drivers for visitors. I worked this copy into a page while pairing it with updated statistics and a supportive testimonial. I also worked with the graphic designer to improve the page layout and make sure the CTA buttons were placed along the axis of interaction.

The page was updated in January 2020, resulting in a significant year-to-year boost in pageviews (approx. +60%), time on page (approx. +33%), and other metrics.