Understand the factors that drive your audiences to make decisions, and put in place the necessary framework for successful content strategy, brand updates, website changes, and campaign strategy.
Before you embark on a new website or digital strategy campaign, it's critical to understand what actually speaks to your users and what will influence their decision making process. Our systematic approach breaks down the needs of the audiences and defines specific, actionable content strategies to drive conversion.
Analytics Review & Recommendations
We start by understanding what's currently happening on your website or websites -- always keeping in mind that the data may not tell the whole story depending on how your campaigns and content are currently structured, and by how your analytics are configured.
Search Pattern Analysis
Using a variety of tools, we look at the real search patterns that are leading visitors to your website and -- sometimes more importantly -- the relevant search traffic that you are not capturing.
User personas are profiles of people who represent each of your audience segments. The persona outlines their needs, expectations, and browsing behavior. User personas establish a much more real, humanizing look at the people who make up your audience, and they allow us to make better decisions regarding content and user experience.
User journeys provide a visual representation of the sequence of content that different user personas will encounter as they move through the site. The user journey establishes how the site will actually meet the needs of our various user personas, by detailing which content they will be presented with at each phase of their journey through the site.
Content prescriptions are page-level recommendations for the content and structure of key pages on the website. They provide specific direction for copywriters; the prescriptions ensure that the final version of the page is based directly on the above content recommendations and insights.
- The relevant content components/assets to be utilized on the page (e.g. introductory text, headings, bulleted lists, accordions, photo galleries), and in what order they should be presented;
- A list of page headings;
- Page title and meta tags;
- Keywords and phrases to incorporate into content;
- Specific guidance for copywriters/content creators to follow when crafting the new page;
- Recommendations for content density and length.
We can customize these digital strategy services to suit your specific needs, goals, and organizational priorities. We can also step lightly into the process to provide some impactful results now, and then work to continually increase value over time -- rather than requiring a completely about-face of your entire digital strategy.
Is your organization not aligned on digital strategy approach?
If your internal conversations aren't yielding clarity on next steps, take a look at our Brand Alignment services to help you align on next steps.