"We are delighted with the web site content that Spinnaker Marketing has produced for us.
The site is well written, targets our audience extremely well and has moved us forward considerably from what we had previously.
Spinnaker Marketing offered 'common sense solutions' not only to the content they were commissioned to write, but also to areas such as navigation where their knowledge and experience helped us with the technical options that we needed to consider.
The work was delivered quickly, efficiently and in a very 'straight forward' way, and we look forward to working with Spinnaker Marketing on two further phases of web site development in the near future."
Rob Mayall, Chief Executive, Connexions Lincolnshire and Rutland
The Challenge
Connexions Lincolnshire and Rutland has a Central Vacancy Unit (CVU) that provides recruitment, training and education support services to employers throughout the region. As part of its on-going development, the CVU wanted to reach, communicate and interact more clearly and dynamically with employers through its existing web site (www.c4employers.co.uk).
Spinnaker Marketing was commissioned to review and revise the CVU’s existing web site, with the aims of presenting a clearer picture of the services offered to employers, simplifying and easing the navigation to site pages, and encouraging visitors to take action and engage with the CVU.
The Solution
An audit of the existing web site allowed us to identify where navigation was going wrong, some gaps in content, shortfalls in key messages and where a lack of call to action was leaving site visitors unsure of their next steps.
Working closely with the CVU management and the delivery team, we agreed a new structure for the navigation of the site that made page headings not only obvious and clear, but raised visitor curiosity to click beyond the home page and move on to further pages. We advised upon the removal of an image that did little to connect with employers, the modification of breadcrumb navigation to make returning to the home page clearer and the provision of a quick links drop down menu system to take the employer quickly to the pages they were interested in.
Once the navigation structure was in place, we then agreed upon headings, the order of message priority and a content style for the site. Working with and understanding the needs of employers enabled us to support the CVU in deciding what content would be most valued by site visitors and likely to encourage them to want to do business with Connexions. With our content outline, we then set about editing existing content and writing new content that would connect and empathise with employers.
The Results
Whilst it’s too soon to report back on site visitor statistics, early indications are that greater employer interest is being shown in the newly written web site and some positive feedback has already been received from employers and training providers.
Connexions have also seen an improvement in reference to and use of the site from their own staff who are now more interested in and proud to promote the site when talking directly to employers. This has led to an increase in employer activity and interactivity in new areas of the site, such as the profiles section, and is encouraging employers to contact the CVU to find out more about the services on offer.
The CVU team now feel that the web site represents them as a credible support partner who can positively help employers to make informed decisions about their recruitment, training and education needs.
