Forethought
A focus on sharing through leadership content across platforms
When it comes to customer and market strategy consultancy, Forethought offers the science behind the art of marketing. Operating out of both Australia and the United States, Forethought is anchored in quantitative and qualitative research and advanced analytics.
As a B2B agency, Forethought serves over 80 clients – everyone from Chief Marketing Officers and Customer Experience Specialists to Market Research and Advertising Professionals.
However the problem was that Forethought’s previous site failed to reflect their premium offering in market research – so we were engaged to fix that. Forethought also receives a lot of traffic through Linkedin and were looking to utilise this to their best advantage, so we were asked to help boost their industry authority by focussing on sharing thought leadership content across platforms.
Bespoke, user centred design
The aim of the Forethought project was as such: update their existing WordPress website to make it modern, responsive and flexible. Not to mention enable Forethought to quickly and easily market their services to key target audiences and respond to marketing opportunities.
Besides a bespoke and user-centred design, we were tasked with developing a digital platform that brings both their AUS and US divisions seamlessly together; easily scale with future business growth; showcase the Forethought catalogue of case studies and thought leadership; and rebalance their audience by focussing on generating leads rather than employment opportunities.
From clunky to modern & streamlined
The previous Forethought site was failing in its UX. It was difficult to navigate and the key content was hard to find. Our first priority was developing an intuitive and easy-to-follow information architecture that structured the website content. Not to mention flipping the outdated design from clunky to a more modern, streamlined version.
A key need was also to rebalance the audience, so we helped Forethought switch the focus from employment opportunities to generating leads. All the while maintaining a distinction between the US and AUS content and audiences.
A streamlined navigation to aid in UX
Improved user experience was everything for this project. We carefully considered the different target audiences and then kicked things off by redeveloping the overall sitemap to improve the content structure, making it far easier for users to find key content.
We streamlined the navigation and redesigned the site to make it easier to use, more intuitive for users and exceptionally mobile friendly. Plus we highlighted the Forethought research and made it simpler to contact Forethought – important when it comes to new leads and potential clients.
The first step in the redevelopment project was understanding all existing website analytics and other relevant data. This gave us a deeper understanding of user needs and how we could support the user journey with user-focused design, easily navigable site architecture and a call-to-action placement strategy.
Once the development of the website kicked off, our strategists ensured that the website was search engine optimised, including technical and on-page SEO measures. And that all redirects were in place to keep SEO value and authority.
We set up and configured Google Analytics, Google Search Console and Google Tag Manager, all of which allows for better digital marketing reporting and ultimately improved content opportunities.