Web Strategy for Businesses

Brief

One of Australia’s leading independent medical device distributors wanted to completely redevelop their website. The current site did not accurately reflect their positioning in the market and was actually harming their strong brand identity.

We conducted research to quantify the client’s goals and assessed their existing capability and technologies. This included:

• Workshops with C-suite executives, sales and customer service teams, IT, HR and marketing to discuss customer segmentation analysis, data collection and management. We also created a customer journey map to identify all touchpoints on the pathway to purchase.
• Reviewed Google Analytics to understand current site performance and audience behaviour.
• Met with customers to learn how they used the current site and what features/functions/content was important to them.
• Reviewed the competitor landscape to identify strengths (to be matched) and weaknesses (to be exploited).

All of the findings and recommendations were incorporated into a strategic plan document.