Revitalising Queensland Public Trustee’s website with user-centered, seo-driven content to achieve their business goals
Value and Impact
12% increase
Ave. Engagement time by active users
28% increase
Active users pageviews
9% increase
Engaged sessions
11% increase
Organic search
“It was a pleasure working with the Deepend team supporting the conceptualisation, design and build of our new website. We were confident we had a business partner to support the significant task of reviewing, refining and refreshing our website design and content. The positive reviews from staff and customers are the result of true collaboration and synergy.”
Tim Schuurs – Delivery Manager Project Acceleration Office Investments and Finance Services & CFO @Queensland Public Trustee
About Queensland Public Trustee
Queensland Public Trustee (QPT) is a government entity, dedicated to protecting and supporting the dignity, rights and interests of Queenslanders, both financially and socially, by providing essential support, services and information in financial administration, life planning, trusts and deceased estates. Established in 1916 writing Wills for Queenslanders departing for the first world war, QPT provides a free Will making service alongside expert knowledge to support government, businesses and community.
Today, QPT is committed to a Customer First Strategy and prides itself on being a sustainable, modern and customer centric organisation – one that ensures customers are the focus of all their processes and decisions. In alignment with this, QPT decided to review and transform its legacy website to better serve the needs of Queenslanders.
The brief
Following user research and an in-depth audit, QPT identified the clear need to create a more modern, user-friendly and secure website with a specific imperative to update its content to ultimately improve the customer experience, accessibility, usability and alignment with the Queensland Government design system.
Having appointed Squiz to build the new website, we were enlisted as the designated content partner to manage the end-to-end content solution. Briefed to support the design and deliver the IA, we also played a pivotal role in tackling critical content issues arising from the legacy website – transforming it from one created by multiple authors, with inaccessible language, to an SEO-optimised, user friendly, accessible source of truth to educate, support and empower Queenslanders.
Working closely with QPT, we delivered everything from a best-practice content strategy - complete with content architecture, hierarchy and site-wide copywriting - through to the creation and publishing of content within the CMS.
Comprehensive search engine audit
We compiled a detailed SEO, website and category audit to guide the content strategy, uncovering more of the challenges and solutions to deliver best practice content.
Detailed data analytics
Using analytics and SEM rush, we interpreted a myriad of data to write content that was both user-centric and fully optimised for SEO to drive search, traffic and engagement.
Benchmarking and ongoing improvements
Post-launch, we set up a benchmarking report and a customised dashboard to utilise the data for ongoing monitoring and optimisation of site performance.
Creative and design guidance
Within the content strategy we provided creative and design guidance to tackle current issues of complex language, lack of transparency, unclear processes, and a sense of mistrust and overwhelm.
Clear content structure
Our creativity in content structure and labelling enabled QPT to solve past navigation difficulties, consistency in language, style and format to make user experience more customer focused.
Building emotional connection
By providing guidance on image selection and storytelling opportunities we were able to build in an emotional connection to content within content that is typically hard to digest or consumed at a time of stress.
Results
A unified, simplified site with customer-needs at the heart. We turned over 500 existing web pages into just over 70 concise, clear, informative and engaging pages. From the careful strategic planning of the IA to publishing content, we developed and re-wrote the entire website to solve a multitude of user frustrations, engagement and performance issues to deliver a modern and consistent site that will enable Queenslanders to better interact with QPT - gaining the knowledge and support they need in life planning.
We also developed a relationship for the future, acting as an extension of the in-house team.
“It was a privilege to work with Squiz and QPT on this project. Content is so often overlooked in the success of a new website and the team at QPT were so acutely aware of the need to get this right in order to achieve their customer goals. Working together we combined subject matter expertise with digital expertise to drive a fantastic outcome and we had a lot of fun along the way.”
Fiona Treweeke – Content Lead
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