Research
Audience and proposition informed by research.
Anonymised case study
Repositioning a Professional Services Firm Through Digital Strategy and UX
Anonymised engagement · Professional Services · Client identity withheld
An anonymised strategy and website project connecting audience research, service positioning, information architecture, content and conversion-oriented navigation.
Plan Your Website TransformationAt a glance
Capabilities described in this engagement.
Service structure
Information architecture and commercial positioning.
Website delivery
Strategy carried into a working experience.
A different commercial audience
A professional services firm wanted its digital presence to support a stronger focus on commercial clients. The website needed to explain the service proposition in terms relevant to a business engagement and help prospective clients find their way into the offer.
Our work combined market and competitor research, audience and user-experience analysis, content strategy, website information architecture, design and development. These disciplines served the same task: carrying the firm’s commercial positioning through to the pages a prospective client would read.
Research that informs a decision
Market and competitor research helped frame the environment in which the firm needed to communicate. Audience and user-experience analysis informed how the offer was presented and how visitors could navigate it. Together, this work gave service positioning, content and website structure a shared basis.
The practical value of that connection is consistency. A service description needs to answer the questions raised by its navigation label; the next step needs to follow naturally from what the visitor has just learned. Research can help guide those choices before they become separate copy and design decisions.
The firm remains anonymous in this account. Research-participant numbers and identifying recruitment details are withheld, and the published scope is limited to the strategic positioning and delivered website.
Organising the service proposition
Information architecture connected services to the audience’s questions. A commercial visitor may need to understand the type of problem handled, whether a service is relevant and how an engagement starts. Organising content around those needs gives copywriting and page design a clear purpose.
The content strategy and conversion-oriented navigation brought service descriptions, supporting context and the enquiry path together. For a visitor, those elements need to work as a sequence: find a relevant service, understand the offer and decide whether to start a conversation. That sequence explains why navigation was part of the positioning work, alongside the words on each page.
For example, on a comparable professional services site, a visitor arriving directly on a service page should have enough context to understand the offer without first reading the home page. This is an illustrative content check, rather than a claim about a particular page in the anonymised project.
From strategy to a working website
Website design and development translated the positioning into a delivered digital presence. Structure, content and implementation formed part of the same engagement, allowing the commercial focus to carry through from strategy into the website experience.
For similar work, we would review the visitor’s route through the site in plain terms. Can someone find the relevant service? Does the page explain why it may fit their need? Is the enquiry route clear once they have that context? Walking through those questions gives a business team something concrete to review alongside the visual design.
What the engagement demonstrates
The resulting website and strategic positioning show how research, UX, content and development can support one delivery programme. The supported result here is the delivered website and positioning work; revenue, search visibility and client-acquisition changes have not been verified for this account.
If you’re planning a similar change, start with the audience you want to serve and the engagements you want to explain. Bring your current service descriptions, evidence you can publish and examples of questions that repeatedly need a manual explanation. We can use those materials to discuss where the website needs clearer positioning, a different content structure or further design and development work.
Explore the related expertise
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Keep the right things connected.
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Digital Strategy
Decide which website, marketing or software investment to tackle first, with a practical roadmap that fits your customers, team and budget.
Websites
UX Design
Review a customer or staff task through UX design, content structure, prototypes and usability questions, with an explicit research scope and design handover.
Connected solutions
Business websites that make the next step clear
Bring positioning, content, design and development together in a business website built around useful customer journeys.
Connected solutions
Digital transformation, one workable process at a time
Replace disconnected manual work with a prioritised digital roadmap, tested workflows and software that fits the way your business operates.
Engineering and delivery
Why Technical Corporate Websites Need Better Information Architecture
How should a technical B2B website organise services for buyers? Connect capability, application, evidence and enquiry around distinct visitor questions.
Let’s move things forward
Plan Your Website Transformation Start a conversation
Tell us what you are working towards. We’ll help you find a practical next step.