18 Feb 2014, Posted by Bill Winters

Content Strategy

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.

fleet Fleet Home Page AFTER

fleetbefore Fleet Home Page BEFORE

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