18 Feb 2014, Posted by Bill Winters
Content Strategy Streamlines Fleet
Ultimately, at least for me, it all leads to Content Strategy. Often, it is difficult to pinpoint the role of Content Strategy in a site redesign. But, in the case of Ford Fleet, an analysis of the content allowed us to streamline the entire look and feel of the site. After a series of stakeholder interviews, a review of analytic data and a total immersion in the fleet world, we were able to eliminate content, reorganize content and focus the message of the site sections into a cohesive, persuasive presentation. Results quickly showed that users were pleased with the redesign, with return customers better able to find the content most important to them and with new customers understanding how to begin a relationship with Ford Fleet.