Case Study / Web Development
| Client | Fraudscreen | www.fraudscreen.co.uk |
|---|---|
| Objective | Develop a website to support an ongoing web-centred thought-leadership strategy |
| Quick Facts |
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Fraudscreen came to Clear Thought for support in preparing an overall lead generation operation. The plan we came up with was a web-centred thought leadership approach. For which, the existing site was not equipped.
Problems with the existing website:
The site Fraudscreen had been using was, like many businesses, put together by a friend of a friend when the business was starting up. Five years on and with a highly sophisitcated target market; some of the UK's best-loved consumer businesses, the site needed to work much harder.
Following a review of the target market, their approach to purchase decisions, and the role the website would need to play in this, we identified the following key issues:
- Visually, the site was not giving an accurate impression of the Fraudscreen team. It lacked real presence and was not as professional and sharp as the company is in practice.
- There were no points of engagement, for example presentations, papers or news.
- Fraudscreen has an impressive team, with hard-hitting experts from across their industries, which wasn't being expressed.
- The products themselves weren't well explained, demonstrated or proven.
- The site had no content management system and was difficult and expensive to update.
The new site we delivered:
Following a supplier selection process, the client opted to work with our preferred digital partner, 3Sixty. They undertook the design (with the exception of the logo), information architecture and development, within a project and strategy determined by Clear Thought.
The new site has the following key features:
- Design: more visual impact within the limitations of an existing brand.
- Information architecture: clear and intuitive site navigation.
- Visitor experience: clear journeys for different target markets.
- Engaging content: case studies, discussion papers, best practice guides.
- Cross-links: Campaign promotion points at key points around the site.
- Credentials: Director profiles and news centre to demonstrate credentials.
- Metrics: Clear goals within Google Analytics.
- Relationship building: Data capture and eNewsletter sign-up.
The project was delivered within 12 weeks and within a tight budget. Since the site went live, Fraudscreen has incurred only minor planned additional spend, with all updates being managed directly through the Sitecore content management system. They've been able to run several web-centred campaigns and the traffic through natural search, as well as a link-building and social media strategy, is steadily going in the right direction.
