A user research and SEO tooling advisory service that enabled evidence-based design and delivery of website.

Clarion Insight is a consultancy that helps organisations navigate complex change at an individual, team, and organisational level. They have a strong track record of working within the defence sector, but they wanted to expand their customer base to include the wider public and private sectors. To achieve this, they needed to overhaul their website to reflect their new vision and cater to the needs of their diverse user groups.

However, Clarion Insight’s communications team faced some challenges in conducting user research and optimising their website for search engines. They also needed guidance on choosing and using the right SEO tool to maximise their online visibility and marketing.

That’s where i3Works came in. We provided a user research advisory service that supported Clarion Insight’s Communication team throughout the website redesign process. We helped them gain the insights and skills they needed to deliver a user-centric website that aligned with their business goals and brand identity.

How we did it

We worked closely with Clarion Insight’s Communication team, providing a tailored and flexible approach that suited their scope, time, and capacity.

Our user research advisory service supported the team through the end-to-end execution of user research plans and provided exposure to new tools and techniques which would help yield the data needed to reach the saturation level (level in which they have enough information to proceed).

Our Solutions Architect reviewed their business requirements and translated those into an SEO options appraisal with proven and tested solutions which were desirable, viable and feasible options for the organisation to adopt. Further support included techniques on how to choose keywords and phrases which improve visibility.

Using our breadth of capabilities across Digital and IT we were able to provide end-to-end support, flexibly and timely.

Working collaboratively as a team and adapting this to support the client’s changing environment and emergent strategy was important to hit the key messages needed on the website.

What we achieved

Our user research and SEO tooling advisory service enabled Clarion Insight’s Communication team to effectively conduct user research and gain the insights they needed to progress the project forward. They were able to revamp their website, not only to enhance support for their various user groups but also to communicate their brand identity more accurately.

Some of the benefits we delivered included:

• Additional tools and techniques that Clarion Insight can use for future user research activities.
• Support in using data to validate or justify business decisions about communication and marketing.
• SEO tooling options appraisal that Clarion Insight can use for their business case for tooling.
• Increased Clarion’s Communication team’s confidence in developing their website using data and insight.
• Increased web traffic through backlinking from other websites.
• Clarion’s Communication team now possess the knowledge and skills to further enhance their website in a user-centric manner.

Check out their new website here.

What they said

Nicky Jackson, Head of Communications and Engagement at Clarion Insight, said:

“We worked with i3Works when we were developing our new corporate website. We needed support with user research and testing, as well as with SEO. The team from i3Works were approachable and friendly, and shared their knowledge and expertise generously. It felt like a real partnership and we so appreciated their ability to be flexible in line with our changing requirements.

The support from the team in creating user personas and undertaking research with these groups to help us prioritise content and design the right structure for our site was invaluable. Having some ‘on-call’ support on SEO has also been massive for us – helping us to deliver our phase one site whilst building our own capability and capacity for future iterations.

I would absolutely recommend working with the team at i3Works – not only for their skills and experience but also for their approach, which was always professional – but also warm and engaging and made working on this project with them a pleasure.”

If you want to find out more about how i3Works can help you with your website delivery, get in touch with us today.

This blog was made with the help of AI for formatting purposes, the content is originally written by i3Works.