Joanna Hofer

Homepage Redesign

Case Study: Refresh EdTech Homepage Redesign

Revised final text of the NWEA landing page: Advancing learning outcomes for all kids. Reveal and unlock opportunity with evidence-based products and services for educators and learners.

Final revised text of the NWEA landing page for the 2023 redesign.

The NWEA landing page needed to be refreshed after NWEA was acquired by HMH in 2023. My task was to review the final copy for glaring errors, mechanics, and cohesion. I identified several places where improvements to the writing could make a greater impact and provide a better user experience.

RequestFinal review of homepage redesign
My RoleSenior UX Copyeditor
Timeline2 days
Results80% adoption of edits; accessibility edits postponed to the next review cycle; published online at nwea.org

Process Overview

  1. Clarify scope, delivery of edits, deadline.
  2. Review for clarity, consistency, voice, tone, accessibility, inclusivity, impact, reading level, punctuation, spelling, style, grammar.
  3. Provide edits, reasoning.

Editing Process

Original copy

The orginal text is: We empower educators and learners with evidence-based products and services that reveal and unlock opportunity.

Focus is on what the company can do.

Notes to the Marketing team

The problems with the homepage text include too many ands, a run-on sentence, leading with the company instead of the user, and not mentioning the value proposition.
The updated text says: Advancing learning outcomes for all kids. Reveal and unlock opportunity with evidence-based products and services for educators and learners.

Revised copy of NWEA landing page.

Outcome

The final copy retains all the points of the original message, but now speaks directly to the reader. Rather than focusing on the company, the revised copy engages the reader with the benefit offered (“reveal and unlock opportunity”). This change in focus helps the reader engage with the copy immediately, helping them visualize the impact of working with the company and its products.

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