The American Express Global Corporate Payments division (American Express GCP) provides integrated solutions to help global mid-size and large corporations manage their business spending.
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Like many global corporate web properties, the initial regional program sites were developed separately at different times by individual regional teams. This was serviceable at first, but eventually led to branding inconsistencies and a completely disjointed strategy for curating information, cultivating high SEO rankings, and ultimately driving consistent traffic though to the engagement phase. These original static sites were also costly and time consuming to separately keep up to update.
The challenge posed to SolutionSet was to help American Express re-launch their GCP websites in a coordinated manner, utilizing their new brand standards and an integrated SEO strategy. These sites also needed to be localized for all global markets as well as designed to accommodate a manageable level of content updates driven by each of the regional marketing leads.
Understanding the project's challenges and the need for an editable and scalable solution, the SolutionSet team consulted with American Express on using a single instance of a CMS as the core content distribution platform. To implement this, we worked with the individual market leads to understand their unique site needs and subsequently crafted templated design and usability structures that could be effectively leveraged by all. SolutionSet then built and launched these sites successfully after leading CMS training for regional stakeholders across 20 key American Express markets.
The initial markets re-launch has shown a significant increase in organic traffic and click-throughs already. The use of a single CMS instance is boosting SEO rankings across all sites as they have a shared domain authority. And from a program management perspective, the amount of resources and time needed to make changes has dropped dramatically due to structured content coordination capabilities.
Efforts are now underway to build out to the rest of the global markets by the end of the year.