My first job at Stickyeyes was to be content lead on the huge overhaul of Hertz.co.uk. The existing site was showing its age. The functional car hire pages lacked impact and clear CTA’s. The blog content was ‘content farm 101’ with the keywords crammed in every couple of lines, and of no real use to the reader – designed purely to show up in search and get people to Hertz. That was fine then, it wasn’t fine now. We overhauled hundreds – perhaps thousands – of pages, and created a site that was more compelling, that had clearer conversion funnels and that also provided genuinely useful takeaways for readers.
We transformed the inspirational content from ‘Amsterdam is a nice city’ to ‘Here are X things you can do in Amsterdam’ that covered the best hotels, restaurants and things to do for the Hertz target demographic. Initially, some of the writers were struggling to bring these cities and locations to life, so I gave them a reading list of travel sites that really knew how to talk about holidays and business trips in a way that gave you wanderlust. By the time we’d finished, we’d transformed the Hertz site, increasing all the key metrics, including revenue. The success of the project opened doors into the rest of the Hertz world, including the .com domain. We did stuff like this lovely guide to Amsterdam and also useful stuff like the core page for London.