Marina worked on our website and provided invaluable input and implementation. She often came up with ideas for how to improve something and is quite proactive in her thinking. I highly recommend Marina for any position—freelance or in-house—for which her skill sets apply.
~ Janet Levin, Senior Director of Sales & Distribution
About the Project
Founded in 1974, North Atlantic Books (NAB) is an independent, nonprofit book publisher committed to exploring the relationships between mind, body, spirit, and nature.
While I was working as NAB’s digital marketing coordinator, I was fortunate enough to become a key player in the organization’s website redesign, which not only doubled monthly online sales but also introduced me to my love for web design and development!
The Website Redesign
Improving the Book Categorization
My participation in the redesign of the company website began at the project kickoff: restructuring the book taxonomy. I joined a committee dedicated to transforming the company’s limited categories—Nourish, Wisdom, Wellness, Culture, and Blue Snake—into the more inclusive structure shown below.
With books spanning many genres, NAB needed a website with great organization to allow visitors to more easily find what they were looking for or browse by category.
Structuring the Website Navigation
After the books had been reorganized, I worked first as part of a group and then one-on-one with my supervisor in creating the website map and navigation.
Above is an image that represents the site structure we decided on. Look to the bottom left corner for the site map key to better understand how each menu item functioned.
Laying Out the Homepage
We included much of the staff in brainstorming what should be included on the redesigned website’s homepage. At the end of a meeting, I structured the elements discussed into a hand-drawn wireframe, recreated digitally below.
This image shows the wireframe of the homepage redesign, overlaid with the later homepage as it came to be online.
Ongoing Web Design & Maintenance
After helping thoroughly test and launch the new website, I continued to provide tech support, copy edit all website content before it went live, create new landing pages, update existing pages, oversee WooCommerce sales and customer service, identify and resolve site bugs, and more generally serve as the in-house WordPress expert for any questions or concerns that came up.
Above is a sample of web pages I designed and then collaborated with Mindy Lue—the fantastic web developer who helped with NAB’s site—to have built out.
Content Creation & Scheduling
Shortly after joining North Atlantic Books, I transitioned the once-sporadic blog posting schedule to a daily one, where I also contributed original posts, which generated considerable web traffic.
Bringing the Newsletter to Life
After launching the daily blog, I helped create, design, and manage North Atlantic Book’s monthly newsletter. I also maintained the subscriber database and worked with Mindy, our developer, to get automated segmentation set up, grouping new email subscribers based on the genres of the book page where they subscribed.
Above is a sample of one of our monthly newsletters, which included a collection of blog posts our team had published that month.
The website redesign in which I played a key role doubled monthly site revenue. Additionally, I optimized our site for targeted email opt-ins, greatly increasing signups, and modified the design of our automated ebook download emails, which cut customer service inquiries in half.
With her wide range of skills, Marina gave me the tools to use our company’s website and several other platforms effectively. She was impressively organized and answered questions clearly and concisely with a calming presence. An absolute joy to work with, Marina is an invaluable addition to any team.
~ Katie Gezi, Sales & Marketing Coordinator