Building a Website Using Strategy, Organization, and Storytelling
A company website is often one of the first places people go to understand who an organization is, what it does, and why its work matters. For a technology consulting company like Eigen X, the website needs to do more than list services. It needs to clearly communicate expertise, credibility, culture, and value.
When I first started working with Eigen X last summer, one of my main projects focused on supporting the website revamp and helping organize the company’s external digital presence. What started as a website cleanup quickly became a larger lesson in strategy, organization, user experience, and brand storytelling.
Move Beyond Disconnected Web Content
The previous website held a lot of valuable information, but much of it was difficult to navigate. Some pages were heavily embedded, certain areas used older branding, and content format was inconsistent across the core services. The site also had outdated case studies, limited demos, text-heavy pages, and missed opportunities to support SEO. The information existed, but it needed to be organized in a way that better reflected Eigen X’s current goals, services, and brand identity. The goal was to make Eigen X’s story and information more accessible. That meant thinking through both user experience and user interface, while also considering how the website could better support sales, recruiting, and brand awareness.
Organizing the Website Around Eigen X’s Practices
My work focused on helping create more consistency across Eigen X’s main practice areas, including Customer 360, Analytics, and PPM. I also supported the buildout of federal pages and industry case study content.
As I reviewed the site, I looked at each section from the perspective of someone visiting Eigen X for the first time. I considered questions such as:
Does it clearly explain what Eigen X does?
Is the content consistent with the company’s current branding?
Can users quickly find the information they need?
Does this page support the company’s marketing and SEO goals?
This helped shift the project from simply updating pages to thinking more strategically about how each section of the website supported the larger company story.
Turning Content Into a Clear Website Structure
One of the most important parts of the project was mapping out the structure of the website. I created a website tree that organized pages, links, and content pathways so the team could better understand what existed, what needed to be updated, and where there were gaps. This process helped turn a large amount of information into a clearer view of the site. It also supported conversations about what content should stay, what should be removed, and what needed to be rebuilt.
I worked with managers from different teams to better understand the work they were doing and what they wanted to promote. These conversations helped me learn how to connect team expertise with external messaging. Instead of only cleaning up content, I was helping shape how each practice area was represented to clients, prospects, and partners.
Building Consistency Through Content, Design, and Functionality
During the project, I also learned HTML code and used it to support updates across the website. I rebuilt the Contact page, created a blog authors page with updated headshots and bios, created floating buttons, and updated headers. These updates helped support a stronger and more polished user experience. They also showed me how design, content, and functionality work together. A website needs to look professional, but it also needs to be easy to use, easy to navigate, and aligned with the company’s goals. For Eigen X, this meant building a stronger foundation for consistency, accessibility, and branding.
Applying a Public Relations Lens
This project connected closely to what I have been learning through my classes at Syracuse University. In PR, strong messaging starts with understanding your audience. For this project, that audience included clients, prospects, employees, partners, and potential new hires. Each group may come to the website looking for different information, but they all need a clear understanding of who Eigen X is and what the company can do. That made concise writing and clear organization especially important. A strong website is a communication tool that shapes external opinions and helps people understand the value of the company.
The Business Value of a Stronger Website
A more organized and strategic website can help a company:
Communicate services more clearly
Strengthen brand credibility
Improve the user experience
Support SEO and marketing goals
Highlight team expertise and thought leadership
Create a stronger first impression for clients and prospects
For Eigen X, the website refresh helped create a more accessible and consistent digital presence that better reflects the company’s work, people, and growth.
Building With Purpose
Through this project, I learned that a strong website is about strategy, organization, and storytelling. Clear structure helps people find what they need. Consistent messaging helps people understand what a company does. Strong storytelling helps people connect with the work and the people behind it.
What began as an internal website cleanup became a larger lesson in how digital communication can support business growth. By helping organize and refine Eigen X’s website, I was able to contribute to a stronger foundation for how the company presents itself externally.