Jio Stories Landing Page Enhancements

Client

Jio

Service

UX Writing

Industry

Content Writing

Year

2024

About the client

Jio—India’s largest digital services provider—has been at the forefront of driving digital transformation across the country. From affordable data to grassroots connectivity, Jio’s influence spans metros, towns, and remote villages. To showcase its wide-reaching impact, Jio Stories was envisioned as a collection of short, real-life narratives highlighting how Jio is empowering individuals, businesses, and communities.

However, despite the rich content, the Jio Stories landing page struggled with visibility and engagement—a problem rooted in poor content structure, outdated design, and missed SEO opportunities.

The problem statement

While the stories were strong, the digital presence of the page didn’t match up. Here were the key challenges:

  1. Poor discoverability: There was no clear navigation path from the Jio home page to the Jio Stories page. Users could only stumble upon it via search engines or deep internal links.

  2. Lack of SEO optimization: Without structured metadata, keywords, or proper header tags (H1, H2, H3), the page couldn’t rank effectively on search engine results pages (SERPs).

  3. Static banner: The landing page featured a dated, non-dynamic banner, failing to spark user curiosity or reflect ongoing story updates.

  4. Vague copy: The introductory content didn’t communicate the purpose of the page clearly. It lacked emotional resonance, action cues, and thematic clarity.

  5. Content hierarchy: The copy lacked proper hierarchy with H1, H2, etc.

  6. Lack of sort/filter option: Without this, searching and finding specific articles becomes extremely difficult when you're on the landing page.

Objectives

To transform the Jio Stories page into an engaging, SEO-friendly, and brand-aligned platform, here were my following recommendations:

  1. Improve discoverability: Ensure the Jio Stories page becomes easily accessible from Jio’s home and key internal pages.

  2. SEO optimization: Rewrite and restructure the page to align with SEO best practices—including meta descriptions, internal linking, header tags, and keywords.

  3. Revamp banner and CTAs: Introduce a visually dynamic banner that changes at least once a month and drives users to explore new stories.

  4. Clarify purpose through content: Sharpen the storytelling tone with engaging, emotional copy that defines what Jio Stories is about.

  5. Introduce hierarchy and consistency: Add appropriate H1, H2, and H3 tags to boost readability, navigation, and indexing.

  6. Copy for story cards: Improve the copy for the cards section.

  7. Add sort/filter: Include sort and filter options.

Approach

A multi-layered content revamp strategy was executed:

  1. Navigation audit: Collaborated with the UI/UX team to suggest an entry point from the homepage via a featured module or footer placement.

  2. SEO strategy: Conducted keyword research focused on Jio's stories page and integrated these into the content flow naturally.

  3. Banner redesign input: Recommended dynamic, visual storytelling banners that highlight featured or trending stories with changing headlines and thumbnails.

  4. Content rewrite: Changed the banner to feature a new story with copy that aptly summarises the article. Modified copy for the cards section into its crisper versions.

  5. Header implementation: Structured the page with appropriate H1 and H2 with keywords embedded in sub-texts.

Key deliverables

  1. Landing page entry point: Incorporated a separate section about Jio stories on the home page with an apt heading, sub-text, and 'Explore all stories' CTA.

  1. Landing page content revamp: New banner headline: “Empowering lives in Assam, digitally!” Clear sub-text: "Jio AirFiber is redefining the way you connect, stream, play, and much more." Sectional heading: Helping India evolve digitally! Sub-text: Insights on how Jio is shaping futures with digital empowerment.

  1. SEO enhancements:

  • Implemented on-page SEO best practices (H1, H2 Tags, alt text, headers).

  1. Call-to-action additions:

  • Ensured CTA consistency throughout the page.

  1. Story cards:

  • Created crisp and intuitive titles for the story cards.

The impact

The improvements translated to strong, measurable gains:

  1. Increased traffic: Organic traffic to the Jio Stories landing page rose by 35% within the first 60 days of implementation.

  2. Better ranking: Just type Jio stories or Jio blogs, and the page will appear right there in the SERP. Earlier, the specific story page visibility was much lower.

  1. Improved engagement:

  • Bounce rate dropped by 20%

  • Average time on page increased by 27%

  • Traffic visiting business pages from stories increased by 20%

Testimonial

“Thanks to the content revamp, Jio Stories now reflects the heart of what we do. It’s not just a blog page anymore—it’s a storytelling hub that truly connects with our audience.”
– Deepa Sinha, Content Lead, Jio Digital Team

Conclusion

The Jio Stories revamp proves that even the strongest narratives need the right digital presentation to reach and resonate with audiences. With the right strategy, structure, and story tone, I helped transform a hidden page into a discovery-worthy destination, turning content into connection.

Let’s create stories that move people—and make them easy to find.