Started in 1959 in Chicago, The Second City is the most influential and prolific comedy theatre in the world. Over the years, it has helped propel the careers of comedy icons like John Belushi, Bill Murray, Dan Aykroyd, Chris Farley, Tina Fey, Steve Carell, Gilda Radner and Mike Meyers. We can go on.

In 2015, The Second City approached Clique to lead a UX overhaul, develop feature enhancements, lay out organic search strategy, and help redevelop content, to coincide with new initiatives like the Harold Ramis Film School, a global footprint, and a $55M revenue target.


After a thorough analytics review, our team started with three initiatives: optimized content presentation, new full-width responsive framework for maximum usability, and an integrated social feed for leveraging the brand’s social media presence throughout the site.

Once those were in place, we began to lead the SEO search footprint of the brand, with a goal of sparking more organic traffic, engagement and per session value.


The site needed to showcase The Second City’s personality in a more immersive way. It needed to tell the story.



increase in conversions from organic traffic


reduction in bounce rate


increase in pages/session


Clique continues to be a full digital partner for The Second City, leading feature enhancements, organic search campaigns, and other digital initiatives to drive real conversion and conversation. Here’s to the next 50 years!

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