Situation
BCP’s website faced several critical challenges that hindered its effectiveness and customer engagement. These included disconnected and outdated content, underperforming sections, inconsistent strategies across multiple regions, limited calls-to-action (CTAs), and numerous campaign pages lacking a cohesive content or website strategy.
Action
As the team manager and project sponsor, I initiated and led a multi-year effort to address critical issues within our organization. My role involved articulating the problems, securing funding, and garnering support from leadership. Key actions included:
- Establishment of a Decision-Making Committee: Formed a committee with regional representatives to define challenges, make decisions, and oversee change implementation. We also selected an agency capable of navigating complex website transformations.
- Comprehensive Research: Conducted extensive stakeholder, audience, and website research to inform our strategy, bringing in top experts to ensure a data-driven approach.
- Strategic Development: Developed a clear vision for the site that aligned with the broader corporate strategy, including a unified UX strategy, templates, and a content strategy that introduced personalization features tailored to different regions.
- Template Creation: Built authoring templates that agency partners could easily replicate, ensuring consistency across regions while reducing costs.
- Training and Best Practices: Developed comprehensive training materials and best practice guides, and was responsible for training regional marketing teams and agency partners.
Results
The overhaul of BCP’s website led to significant improvements:
- Content Optimization: Successfully removed over 1,000 pages of redundant content, streamlining the site’s structure.
- Enhanced Engagement: Increased user engagement through strategically placed CTAs and more cohesive content.
- Ongoing Content Development: Shifted focus towards continuously enriching content, prioritizing quality over design and infrastructure, which contributed to ongoing site enhancements.
- Comprehensive Customer Journey Support: Developed content that supported all stages of the buying cycle, improving lead generation and overall content synergy across the platform.