Website Copy
Management Consultancy Client - Website Redesign
This project was a major repositioning of the client’s unique offerings and messaging. The focus became clear differentiation, with a new target audience of C-Suite level executives. I created and led the strategy and redesign that aligned with the client’s business goals.
The Challenge: This client offers an incredible service that can be applied to any business, with teams of any size in any industry. However, a one-size-fits-all approach is a challenging way to market a premium service. Not to mention the strong competition that already exists within the management consultancy industry. The benefit offered to potential clients has to be crystal clear and solve their particular problem. A user will leave a web page within 10-20 seconds, but pages with a clear value proposition can hold people's attention for much longer, encouraging them to stay and explore more throughout the website.
The Solution: I designed the homepage around the benefits of improving any team's capabilities, with a particular focus on team communication, efficiency, and problem-solving.
I approached the client with the idea of creating 4 main areas of service offerings to align with their business goals. This approach optimises the user's journey and encourages them to learn more about this unique service through the 4 areas of Change & Transformation, Mergers and Acquisitions, Leadership Training and Team Alignment. A user must first see their problem reflected back to them before they can be convinced that the solution lies within my client's service.
I also encouraged the client to settle on one term to describe their service to create a seamless user experience throughout the website. 'Pressure Testing' became the umbrella term to describe their service on the website. I created links to pages that explained the other terms they use ('Wargaming', 'Decision Games') to avoid confusion while satisfying the client's needs. Utilising these UX principles (and other techniques such as VOC data, Behavioural Science, and data-driven copywriting) engages the reader. The importance of building accountable teams underpins the website, educating the reader step-by-step on my client's service and how they can solve their particular problem.
The Result: Within 3 months, the bounce rate decreased by 9% and site duration increased from 1.3 to 2.3 minutes. On track for great conversion rates as we continue to test, refine and optimise site content.
