www.workforcetransformation.com
C. Dell Workforce Transformation: The Dell Client Solutions organization, a global leader in client solutions and end-user computing approached the entrant to improve the functionality of its existing thought leadership and awareness content site.
Their target audience is B2B IT decision makers and functional buyers at the top of the sales funnel who are exploring available solutions that would work for their environments and workspaces—but who are not necessarily ready for a device-specific conversation yet.
The challenge was that the Dell Client Solutions team had an existing site that was not meeting their needs. It was not designed as a traditional homepage and there were limitations to the platform’s utilization. For example, users had to expand and collapse all the content throughout the site instead of being able to immediately access the desired content with a simple scroll and click. In addition, the content available was not being indexed by search engines and needed refreshing. This made it difficult for the content to be served up to the target audience in the right place and at the right time.
The Dell team needed a site that allowed users to locate, access, and more easily navigate and consume content, while reducing the number of clicks.
In true partnership, Dell and Metia worked diligently together to deliver a site that Dell’s internal teams and clients could be excited about and that allowed them to locate valuable and easily consumable content quickly and simply.
Utilizing Metia’s advanced research techniques, our teams analyzed Dell’s existing thought leadership site layout, current and planned content, and their target audience to understand the optimizations required. Armed with insights and data, we developed, designed, and implemented workforcetransformation.com.
Content was moved to the new platform and converted to HTML to allow indexing by search engines while allowing users to easily consume, share, and navigate through the site content. All this was done with the goal of improving user experience.
On a collaborative mission to deliver relevant information to the end user, we narrowed the type of content down to seven categories—each of which has its own content template that could be leveraged via the content management system (CMS) as new content is published. All relevant keywords and content are contained in the site itself and any calls to action allow the customer to open the site in a new tab or window to leave the users on the site for as long as possible.
Additionally, our teams pulled all individual productivity tools (workforcetransformationcom/workforcestudy, workforcetransformation.com/wttool, workforcetransformation.com/workspacedesigner) into a global navigation and standardized on a single domain—which Dell considers a big win.
This provided a universal bond between all assets created by the Dell Client Solutions team and made it easy for the team to toggle from branded thought leadership content to pillar core content.
Dell—with the help of Metia—merged all current and planned content and potential tools into a single domain designed to be more user-friendly for the target audience. We also shifted the site to an editorialized format with eye-catching imagery.
The Dell Client Solutions organization is beginning to map the site toward the customer journey and how the target audiences are thinking about workforce transformation while in the “explore and discovery” phase. It equips their readers and potential customers with the knowledge needed for buying decisions.
The new layout allows them to listen to their end user, analyze what’s happening in the market, how it affects workforce productivity, what are the things they need to think about and how they’re operationalizing their workforce—no matter where they work.
The new workforcetransformation.com has laid the foundation for the Dell Client Solutions organization to scale their business, foster engagement, and have more credibility as a thought leader.
A month after the site launched, it experienced increased engagement and reduced the homepage bounce rate by about 30% (was 83% now 58%)
Client quote: “We looked to Metia as a partner to assist us to scale. As content marketers, we have a challenge to prove success. With this new and improved platform, Metia has helped us build a foundation to drive and convert more profitable leads and technology partners. It has been a true partnership—you guys have been a life changing partner for us”. Nicole Rex, Marketing Director
