Product

Base stocks are the building blocks of lubricants and greases. The Basestocks division of ExxonMobil manufactures various individual base stocks, which are then mixed by other companies to make the finished products.

Challenge

The ExxonMobil website was outdated. Pages and content had grown piecemeal over the years so it was often hard for users to find the right information. As the division prepared to launch a major new product, they wanted to overhaul the website to showcase their products, show why their customers should purchase them, make it easier to find content and make important CTAs more prominent.

This required new content on a highly technical and very niche subject.

Role

• Led content strategy development, working cross-functionally with UX, editorial, design, development, and client product teams.

• Led client workshops with executives and product experts to understand their product differentiators, audience needs, and the immediate benefits of new products and production infrastructure.

• Designed content structure on pages to tell a strong, clear product narrative.

• Created and presented page level strategy and content outlines to clients.

• Created all on-page microcopy.

• Briefed the editorial team for longer-form copy, providing detailed briefs including product details. Provided feedback and answered questions to ensure that the content accurately met client needs, resulting in zero client revisions.

• Collaborated with UX Strategist on new navigation structure.

• QA’d draft page builds from their development team.