My Career Shop

Overview

A Canadian and US career guidance platform that merges two typically separate functions: a counselor booking marketplace and a 1,000+ page career knowledge hub. The design had to balance paid bookings with organic traffic generation, making every UX decision business-critical.

The challenge

The original marketplace design was solid but incompatible with the client's content-first growth strategy. A mid-project pivot required rebuilding the information architecture while preserving existing booking infrastructure — and creating a scalable content system that wouldn't read like a content farm.

The solution

A two-phase approach. Phase one established the marketplace core: counselor profiles, custom scheduling, and optimized payment flows. Phase two layered content architecture — career pages ranked for long-tail queries, structured with salary data first, skill requirements second, and booking CTAs at natural decision points. Both layers were integrated by design.

Outcome

• Dual-purpose platform: organic discovery + paid conversion
• 1,000+ career pages via a conversion-optimized template
• Custom scheduling system matching Calendly standards
• Organic and direct conversion paths to bookings
• Growth model independent of paid acquisition