United States | 2022

IAmHerbalifeNutrition.com Corporate Website Relaunch

Entrant Company

Herbalife Nutrition

Category

Business Website

Client's Name

Sub-Category

Multi-level Marketing

Herbalife Nutrition is a global company that has been changing people's lives with great nutrition products and a proven business opportunity since 1980. The Company offers high-quality, science-backed products sold in 95 markets globally by independent, entrepreneurial distributors who provide one-on-one coaching and a supportive community that inspires their customers to embrace a healthier, more active lifestyle. This high-touch experience is what positively differentiates us. The Global Corporate Communications team is responsible for raising the Company’s profile by elevating our expertise and leadership and educating external audiences about our products, business model, and the work of distributors. One channel we do this is through the website IAmHerbalifeNutrition.com. The site originally served as a resource for nutrition education, wellness tips, and fitness blogs from our Company experts, and we also showcased first-person narratives from customers, independent distributors, and employees through a compelling storytelling series. As we continued to invest in the site, we saw opportunities to truly own the story of the Company, answering top searched questions about the brand while fostering trust and transparency regarding our leadership, products, and business. In 2021, we set out to transition the blog into a corporate website: highly visual and optimized for search. While we continued to feature content from our experts, we now wanted to highlight the quality of our products, the diversity of our distributors, customers, leadership, and employees, and the work we do in helping our planet and vulnerable communities around the world. Our strategy involved redesigning the homepage and featuring more dynamic and interactive elements, restructuring the navigation, and developing new, targeted pages such as Our Community, Our Leadership, Press Room, Global Responsibility, Company Facts, Careers, and our flagship product pages. These features and new pages were rolled out through 2021, and IAmHerbalifeNutrition.com was relaunched as a corporate site, featuring a more corporate content architecture, making it a destination and resource for Company information. As a result, our traffic grew by 107% year over year, and we effectively increased our search visibility for people wanting to learn more about Herbalife Nutrition.

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