Overview
Led a website optimisation programme for an oil and gas company, improving digital performance across content quality, information architecture, analytics and user experience. Delivered a structured content audit, navigation redesign aligned to audience needs across investor, commercial and operational segments, analytics framework and conversion optimisation to improve the commercial effectiveness of the digital estate.
Who This Is For
Oil and gas companies, energy businesses, or industrial services organisations with 1,000-20,000+ employees managing corporate websites that serve multiple audiences - investors, commercial partners, regulators, and employees - and need to improve digital performance across content quality, information architecture, and analytics.
The Challenge
The oil and gas company corporate website serves fundamentally different audiences - investors, commercial partners, regulators, job seekers, and media - with fundamentally different information needs. The current site attempts to serve all audiences from a single undifferentiated structure, resulting in poor findability and high bounce rates across audience segments. Content quality is inconsistent. Analytics are insufficient to understand audience behaviour. The organisation lacks a systematic approach to improving digital performance against commercial and reputational objectives.
What We Propose
Website Performance Audit - Comprehensive assessment of content quality, information architecture, analytics maturity, and user experience across all audience segments. Audience Journey Mapping - Mapping of investor, commercial, regulatory, and talent acquisition journeys through the site identifying content gaps and navigation failures. Information Architecture Optimisation - Navigation and content structure improvements prioritised by audience impact and commercial value. Content Quality Programme - Structured programme for improving priority content areas including investor relations, commercial services, and corporate responsibility. Analytics Framework - Analytics implementation enabling the organisation to understand audience behaviour and measure digital performance against commercial objectives. Conversion Optimisation - CTA design, content structure, and user experience improvements to improve task completion rates across priority audience journeys.
Why It Matters
Audience experience - A website that serves investor, commercial, regulatory, and talent audiences effectively rather than failing all of them with a generic structure. Commercial performance - Digital improvements that support business development, investor relations, and talent acquisition objectives. Analytics maturity - Evidence-based decisions about digital investment grounded in audience behaviour data. Reputational credibility - A corporate digital presence that reflects the scale and professionalism of the organisation.
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