Global Brand Site Growth Revamp (Alias)
Rebuilt information architecture and landing systems to improve distribution and conversion quality.
Published: Jul 3, 2025 · Updated: Sep 20, 2025
My role
Information architecture, bilingual content model, and conversion-path redesign
Starting point
Pages reflected internal teams and isolated campaigns, so visitors could not quickly understand the offer, evidence, or next step.
Problem to solve
The original site had fragmented content, weak international user paths, and poor alignment between SEO and brand narrative.
Constraints
- Client identity, analytics, and commercial metrics could not be disclosed
- Chinese and English pages had to preserve the same business meaning
- Existing publishing could not stop during the redesign
Key decisions and implementation
Rebuilt page templates around a content model, redesigned CTA paths, and improved bilingual semantics and page performance.
Delivered results
- Rebuilt the bilingual information architecture and core page templates
- Standardized content rules for offers, cases, and contact paths
- Established maintainable SEO metadata and publishing checks
Publishable evidence
- Delivered page structure and content model
- Bilingual URL, title, description, and internal-link standards
- Contact-path and pre-publish checklists
Evidence and confidentiality boundary
Client identity, screenshots, and analytics are private, so the page does not publish percentages that visitors cannot independently verify.
Additional context
This case treats website redesign first as a business-comprehension problem and only then as a visual problem.
Human conversation
Clarify the problem before deciding whether development is needed.
Add me on WeChat or send an email. Xiaofeng personally reviews the business context.
Useful context
- Your business and users
- The most repetitive or error-prone step
- The outcome you want
- Your rough timing
Read and replied to by Eric Xiaofeng personally. No instant-response or auto-generated solution promise.
Talk on WeChat
Scan the QR code or copy the WeChat ID
ericodingf Send requirements by email
Best for background, reference material, and a more structured brief