Marcel Digital was tasked to implement a platform for Ziegler that would not only be simple to use, but also powerful enough to scale should enhancements be required in the future. Marcel recommended utilizing the Umbraco CMS as this solution, due to it's highly customizable grid editor. This feature would allow the team to customize page layouts based on specific content needs on an on-going basis.
Marcel Digital's in-depth analysis began with the data. As a Google Certified Partner in both Google Analytics and Google Tag Manager, we focused on where the website was seeing the biggest issues and prioritized our efforts to enhance the overall usability and structuring of the website's content. From there, we then leveraged user testing to help shape and influence our designs and development, soliciting user feedback to create a website experience that would engage the end user more effectively.
Armed with the Google Analytics data and user feedback we needed, Marcel Digital got to work on creating various designs that would better align Ziegler's business goals with their customer's goals.
When it came to content and site structure, we focused on:
...content and web pages to help increase overall organic search performance and engagement. We then collaborated with Ziegler's content team to create a prioritized list of content needs and created an editorial calendar with deadlines that would coincide with the development and launch of the new website.