Getting the content right for a specialist website

Lift buttons to illustrate content strategy work delivered by Rachel Hodges

The Challenge:

When experienced vertical transportation engineers, The Lift Consultancy (TLC), began planning for a new website they needed help to decide which content to bring across to their new website. Their commercial growth meant that the new site’s design and the content needed to strongly position the company against their competition. At the planning stage, it quickly became clear they needed to better understand the value and quality of their existing site’s content. They also needed to have a rationale for migrating content from the 100 pages that the current website had grown to in just six years into a more streamlined proposition.

The Solution:

After a few hours consultation with them, my next step was to help them understand the value of the content they already had on their current website. To do this I carried out a complete Content Audit of it. This mapped out the entire website, identifying each page individually, where it lived in the site map, how up to date the content on every page was and a quality grading of that content. Identifying quality is an essential final step of the audit as it identifies what is worth bringing across to a new website and where there are gaps that will be needed to be filled with new content.

A further stage in my Content Strategy work for TLC completed a Competitor Analysis for them. By reviewing a number of competitor websites in their industry, I highlighted a range of opportunities and website features they currently hadn’t considered for the new website they were planning. It also allowed me to amend and confidently further develop the draft site map, or Information Architecture (IA), they had previously sketched out for the new site.

“It’s been incredibly helpful to understand the value and quality of our website content, when looking towards implementing something new for the company. As a Content Strategy consultant, Rachel gave us an essential external viewpoint. She has been able to question and analyse our current site and help us plan for future developments.”

Gabriel Murray, Director The Lift Consultancy

The Results:

My work for TLC gave them a clear strategy around the value of their website content and the asset it could be for their new website. They can now work with a developer to deliver a website that showcases their experience and talents, confident where they either currently have or need to create content for an effective finished product. The next stage of the project will be to help them develop a writing style that suits their business. As part of this I will also be sharing with them skills they’ll need to create their own engaging and effective website copy.