An overly broad net and significant amount of technical content created a complicated and hard to navigate site with much of the content orphaned or buried. A complicated CMS made administration cumbersome and some technical optimizations simply impossible. Leads were few to none and source attribution was non-existent.
The first step for this account was a massive content overhaul. Existing content was evaluated, condensed, consolidated, or deleted until the site architecture was logical and siloed along with their core strengths. Technical content was optimized for user search terms and properly. The CMS was updated and a site redesign cleaned up the UX. Finally, a solid reporting practice was developed to help the client track ROI for internet based leads.
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