As a result of Presidio's acquisitive behavior, five different sites were rolling up into the main corporate website, creating problems for navigation and SEO ranking. Extractable set to work plotting a course to consolidate these websites and effectively integrate the acquired businesses under the larger Presidio digital umbrella.
Web analytics data and user research revealed problems with the site's navigation and content that wasn't resonating with target audiences. Using heat maps and click paths to track visitor behavior, our analytics and UX teams pinpointed site components causing confusion and developed insights for designing an improved navigation and content structure.
Extractable's content strategy team developed style guides for producing content that would better resonate with Presidio's audience of strategically-minded senior IT leaders. As part of this process, we identified opportunities to improve organic search rankings and thereby attract a greater volume of prospective customers.