This project involved a review of the client's entire portfolio of marketing material, from corporate brochure, business cards and logo... to their website.

Introduction

This document is a collection of opinions and comments with respect to ACME's website, as well as its other marketing material (brochure, business card, letterhead, etc.) - as to how well these items represent ACME's business offering.

In addition to identifying problem areas, it provides recommendations for improvement and an outline for a restructured and rewritten website.

These recommendations are designed to enhance user-value and the effectiveness of the site as a key business-tool. In addition to standard web-design, collateral and marketing principles, these recommendations also respect the client's overall organizational mandate and business goals.

These key areas were examined in making this assessment:

• Website Specific
• Overall appeal and user experience
• Language style and tone
• Visual appeal
• Navigation
• Functionality
• Positive and negative elements
• Consistency
• Missing content identification/opportunities
• Other Material
• Messaging style and effectiveness
• Strength of design
• Format

This report is divided into six main parts:

• What is ACME?
• Assessment of existing material and recommendations for future collateral development; designed to assure continuity and to enhance ACME's professional image
• Detailed website assessment
• Corporate and product-level key messages/taglines
• New website outline: reorganization of ACME's product and service offering so they fit with this new messaging approach; this will help to clearly position ACME as experts in helping clients improve their organizational effectiveness
• Recommendations

Contact steve@ryancreative.com for your own independent website review.

Part One: What is ACME?

ACME has an excellent product and service offering and there's no question of the need and demand for ACME services. What is in question, however, is the method you use to communicate what it is that you offer.

Organizational Effectiveness is your all-encompassing offering and this is a broad and multi-faceted concept - and therefore a challenge to clearly state what it is that ACME can do for prospective clients. Also, customer service principles and project management play a huge overall role in everything ACME does, so these three aspects should touch every part of your new communication material.

In addition, ACME has a series of more focused products and services for those who want a more specific/tangible solution; offerings that shouldn't be buried under the full package deal because of their individual revenue potential.

Go to part 2...