Website Recommendations for METS Ignited

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Project Background

METS Ignited was established by the Australian Government as one of six industry growth centres. Its primary objective is to advocate on behalf of the mining equipment, technology and services sector. Together with internal and external marketing communications teams, I helped modernise and grow the reach of the METS Ignited brand and website, and position the organisation for success.

Website Brief

The original METS Ignited site was launched in 2016. Since then, the goals of METS Ignited had solidified and its website had not kept pace with these strategic changes. Therefore, the website needed to be refreshed to reflect the latest goals. The vision was to optimise the site to reach, educate, build and help METS Ignited audiences succeed – and ultimately, to grow the organisation and the sector.

My Role

• Website review, strategy and proposal writing

• Brand recommendations for the website refresh

• New sitemap and wireframes for refresh

As demonstrated below, I developed a full proposal that detailed website and brand recommendations. I also developed sitemap recommendations and proposed wireframes.

Objective

The overall objective of the website was to support the business and communication goals set out in the Communication Strategy (March 2018):

1) Showcase the success of METS Ignited

2) Connect with METS businesses.

Near-Term Goals:

• Increase relevant traffic to website

• Provide a source of accessible, clear information about METS Ignited and the METS sector

• Showcase the Industry Growth Centre outcomes and success stories

• Improve the experience online, including the registration process

Website Analysis

A thorough audit of the site’s Google Analytics was completed by More Space for Light and Society Marketing Communications. The findings:

• Overall, visitors are navigating to information related to who METS Ignited is, its executives and board, followed by the Collaborative Project Funds page.

• 41% of traffic is coming to the site via an organic search and, of these visitors, 61% of users are entering via the homepage.

• Bounce rates are high, even on the most popular pages. Furthermore, one of the most popular paths for visitors finishes at the FAQS page, which suggests visitors are not finding what they need and are looking for shortcuts to information.

• The site is getting the most visits from across Australia and NZ, specifically coming from Queensland, Western Australia, New South Wales and Auckland.

• LinkedIn is the top social source with 85% of traffic

• Low traffic to the researchers, miners and investors pages

Recommendations Summary

I worked together with the Marketing Communication Consultant to recommend the following strategies:

1. Improve User Pathways to Strategic Goals

2. Refine and Boost Visual System

3. Strengthen Connection to Audience

4. Improve SEO Performance

Sitemap Recommendations