Case Study: HR AnswerLink
the premier subscription-based HR solution
for small and medium businesses, was not happy with the
effectiveness of the public portion of his company's Web site. He
sought assistance aligning it with the company's current business needs
before undertaking a major redesign effort.
IORG.COM worked with the
president and his team to identify and
describe their key audiences and how each interacts with the Web site
and the company at six customer touch points. The business objectives
for each touch point were documented, and key scenarios developed.
Finally a stripped home page and several intermediate navigation pages
were developed to capture and document the critical categories and
links to support the business objectives. Current clients from the
target audiences were contacted and interviewed to confirm scenario
assumptions and capture trigger words for category and link names.
went live, the number of requests for information from
potential distributors (one of the new target audiences) increased over
ten times. Increases for the other two audiences were not as
dramatic, not because of drop off, but because they were not coming to
the site. This has put the focus on looking at ways to increase
awareness of the company and the site among these two groups. A side
the process, the company has a better defined overall strategy for each
set of customers, and business objectives for each customer
"Working through the IORG.COM
business alignment process provided
structure and insight to our team, revealing important points of view
we would not have considered without it. IORG.COM has been easy to work
with, knowledgeable, and capable. All things considered -
regardless of price we could not have had a better company to work with
on this critical project."
Dennis Abraham, President, HR AnswerLink