Questions & Answers.
From app content to a searchable website
A question-and-answer website for The Fabulous, connecting content from the app to WordPress through Airtable. The project covered visual design, custom theme development and the presentation of imported content.
A working Webflow prototype helped refine the layouts before its exported HTML and CSS became the foundation for the WordPress theme.
Turning imported content into readable pages
The imported content followed a fixed structure: questions became post titles, with answers supplied as paragraphs. Custom scripts and CSS transformed this source material into consistent, readable pages without requiring individual formatting.
Customised page titles, breadcrumbs and automatically generated metadata gave the content a consistent SEO structure. The marketing team retained control over individual metadata through an SEO plugin.
Helping users find their way
With predominantly text-based content, clear navigation and visual hierarchy were central to the design. Colourful category illustrations and icons helped distinguish topics and break up the pages.
A prominent search box offered a direct route to relevant questions and answers.
A year of testing promotional placements
Promotional modules introduced The Fabulous offers within the reading experience. Different positions were tested with the marketing team over a year, with the best-performing placements retained.
