Macmillan Publishers UX & SEO

Pan Macmillan wanted to increase visibility on search engines, introduce CTA's on their website, create a clear website architecture and overall improve the user experience.


Macmillan Steve DaviesThe brief

Pan Macmillan UK is one of the largest general book publishers in the UK, with imprints including Macmillan, Mantle, Pan, Picador, Boxtree, Sidgwick & Jackson, Bello, Tor, Kingfisher, Macmillan Children’s Books, Campbell Books, Macmillan New Writing and Macmillan Digital Audio.

The brief was to improve the user experience, increase brand visibility and overall boost sales. SEO was to be the heart of the project with a redeveloped landing page experience.

The results

  • 900+ identified keywords improved to page 1 of Google.
  • 38% increase in website traffic YoY.
  • Introduction of Call-to-Action buttons for partner book selling.
  • A reduction of duplicate page indexation from 128,000 pages to 10,000 pages.

The project

A new category of landing pages, indexation and sitemaps was introduced to create an environment of highly relevant and useful architecture for the user visiting from search results pages.

This image show the new wireframe that I designed to illustrate the new homepage. Also wireframes were produced for the category and sub-category landing pages, the new product pages and the sitemaps.

Each template was designed to provide the best possible user experience and to be highly relevant and optimised for users coming from search results.

Below you can see the new footer that was introduced to include direct links to the top category pages and then a sitemap system to have the 10’s of thousands of author and book titles indexed by search engines and easy to find by users:

New Landing Page Sitemap