Fagan was Principal Content Developer for the websites of global bank HSBC. The role combined writing web content with developing front-end code, two of her strengths. HSBC bought Beneficial.com and HFC.com, which desperately needed redesigns. The two sites were essentially the same but served different markets.
With no clear sections and landing pages, the Beneficial and HFC websites were hard to navigate. Navigation was frequently circular, with no clear destination page.
Create websites that are easier to use and that increase conversion rates (number of completed online loan applications), especially for mortgage loans.
Organize content into sections with landing pages. Highlight mortgage loans with Mortgage Refinance and Debt Consolidation sections. Create clear paths for completing the online loan request.