Site Migration

Stephen Meisel

Case Study (Redacted): On-Page Optimization & Content Management for a Trading Platform Migration

Role: Content Strategist & Web Content Manager
Industry: Financial Services / Online Trading
Project Type: SEO Optimization + Content Governance for Platform Migration
Scope: End-to-end management of content accuracy, optimization, and QA during migration of high-visibility product pages
Tools: CMS, SEO platform, Google Workspace, Excel/Sheets, Jira/Confluence

The Challenge

A major trading platform was undergoing a site-wide migration as part of an integration between two financial services brands. One of the flagship product pages—a suite of digital trading platforms—needed to be migrated to a new CMS and updated to align with new branding, content strategy, and SEO requirements.

I was tasked with managing the on-page content strategy, optimization, and QA to ensure continuity, accuracy, and performance across multiple platform-specific product pages. These pages were mission-critical for customer acquisition and platform onboarding.

My Role

  • Audited existing copy for technical accuracy, branding consistency, and SEO alignment
  • Collaborated with product marketers and platform specialists to confirm language around features, trading tools, and compliance disclaimers
  • Rewrote or refined key sections to clarify benefits, simplify comparisons, and align with tone guidelines
  • Implemented SEO recommendations (headers, meta data, keyword positioning) in coordination with SEO team
  • Served as primary content QA point during staging review—spot-checking layout, links, downloads, and CTAs

Key Contributions

  • Platform-Specific Copy: Managed unique messaging for three product variants (desktop, mobile, web), ensuring consistency while reflecting each format’s strengths
  • Comparison Framework: Helped build a modular content structure that allowed users to evaluate features at a glance
  • Compliance Collaboration: Flagged and corrected instances of outdated product language that could pose regulatory risk
  • CTA Strategy: Refined button copy and surrounding UX content to improve click-through clarity and hierarchy
  • Quality Assurance: Conducted side-by-side QA on staging vs. legacy pages to catch discrepancies and broken flows

Outcome

  • The page launched smoothly as part of a broader replatforming effort, with no downtime or user disruption
  • Improved SEO visibility for brand and product terms post-migration
  • Internal content QA process developed for this page was adopted for subsequent product migrations across the site
  • Recognized by SEO lead and web team for clear communication and cross-team coordination

Takeaway

This project exemplified the role of content strategy as connective tissue between product, marketing, and SEO during a major technical transition. I helped preserve brand clarity and user experience under pressure—while refining messaging to better serve both new and experienced traders.