A multi-phase content series designed to help businesses understand currency risk and navigate Xe’s financial tools.
FX RISK MANAGEMENT CONTENT SERIES
CONTENT STRATEGY, B2B MESSAGING
2025
TABLE OF CONTENTS
Introduction
I led the content strategy for the risk management series, helping businesses understand currency risk and how Xe’s hedging tools can help manage it. This involved a full revamp of the risk management landing page, plus supporting pages that explain Xe’s core hedging tools. I also developed a strategy to increase visibility for the risk management offering across the site, shifting CTAs from account sign-ups to direct conversations with an FX specialist.
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2025
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2 WEEKS
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PRODUCT CONTENT SPECIALIST
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PRODUCT DESIGNER
PRODUCT MANAGER
SOFTWARE ENGINEER TEAM
The Ask
The existing risk management content wasn’t working. It lacked clarity, didn’t explain how our hedging tools actually worked, and missed opportunities to guide users toward action. This meant revamping the main risk management page to explain what currency risk is and why it matters, while also building out individual subpages for each of Xe’s hedging products. The goal was to help businesses understand their options and feel confident booking a call with a currency risk specialist. With additional risk management tools in development, this project is ongoing and will continue to grow as new solutions are launched.
The Solution
Updating the risk management landing page
1
The first step was giving the risk management page a complete refresh. The old page didn’t clearly explain what currency risk is or how Xe’s services help businesses manage it, and it only offered a brief overview of the available tools. The new page fixes that with clear explanations of currency risk, common challenges, and how Xe’s solutions can help. I also updated the call to action to guide users toward booking a consultation with our FX specialists rather than simply signing up. The new structure helps users understand their options and easily move toward the right next step.
BEFORE
AFTER
Creating the supporting FX tool pages
2
I created individual pages for Xe’s current risk management tools: spot transfers, forward contracts, and limit orders. This gives users more detailed information than what was on the main landing page. Instead of clicking a CTA button that leads straight to the sign-up page, users can now explore how each tool works and decide what’s right for their business before getting started. Each page explains what the tool is, how it works, and how it can help a business make smarter currency decisions.
Shifting the new CTA strategy
3
Previously, users were encouraged to sign up for an account, even though hedging tools require a conversation with an FX specialist. After signing up, they then had to figure out how to get in touch with Xe about risk management tools. I reworked the content and CTA strategy to prioritize lead generation through consultation bookings. Now, CTA buttons link to a form or a Calendly booking, and are also accessible through the home page.
The Impact + Next Steps
Impact: In the first six months post-launch, page views increased 44% (7,724 to 11,125), while meaningful leads, users booking consultations with FX specialists, grew 251% (92 sign-ups previously vs. 323 consultation bookings now). The conversion rate more than doubled, from 1.19% to 2.90%, showing the new content and CTAs not only attracted more visitors but also drove higher-quality, consultative engagements.
Next steps: As part of this multiphase project, I’ll be creating dedicated landing pages for each new risk management tool as they launch, while also analyzing and optimizing the existing pages to improve conversion rates and lead quality.
More Work
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Content strategy and architecture
XE BUSINESS WEBSITE REVAMP
Led content strategy and wrote 30+ pages for Xe’s business site restructure, boosting page views by 130% in the first six months.
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B2C product launch
XE ESIM FOR INSTANT DATA ABROAD
Designed and wrote the landing page for Xe’s new eSIM product, making a technical idea easy to understand with clear, engaging language. -
Coming soon: B2B products rollout
XE BUSINESS 2.0 ROLLOUT
Led content for the launch of Xe’s upgraded business platform, supporting the adoption of new features and attracting new customers.