Adapting your corporate website for divisional change

For organisations that have a varied product offering or operate in different geographic regions, a divisional structure is key to supporting its strategic objectives. Sometimes however, a new divisional structure is implemented in order to align the business better with customer needs and to accelerate growth.

If change is being implemented to your internal divisions, the challenge of online communications will soon need to be addressed as stakeholders need to be informed about what the change involves and the drivers influencing it. Whilst you are likely to inform your audiences via a series of press releases and reports, the entire corporate website will need to be considered.

Content audit

Divisional change warrants an immediate full content audit across your corporate website. For instance, if your company is removing a division or is merging several together, it needs to be ensured that all incorrect references to the previous structure are altered or removed.

Areas of the site that will require revision in particular are:

  • Overview information
  • Strategy
  • Division specific pages
  • History timelines
  • Management profiles

The scope of work could be even greater when taking into consideration items such as signposting, related links and filter headings for news releases and multimedia libraries.

Conducting a content audit is just one of the steps required to achieve a successful site refresh. Just as important is setting objectives regarding how overt you wish your communications to be.

Your approach to communicating

Deciding how prominent the communications about the divisional change should be is vital because to a large extent this will inform site structure and signposting. If you wish to be very transparent about the change, steps can be taken to meet this objective.

Firstly, site structure and navigation can be addressed. Prior to a refresh project, your division related content may be buried within third-level pages of a section. In this case, a decision may be taken to promote divisions into the primary navigation, enabling users quick and easy access.

Additionally, signposts can be introduced to the home page or landing pages to direct and encourage users to read content regarding the new divisional structure.

On the other hand, a more subtle approach can be taken. This would involve educating users across the site via content without actively promoting it. In this instance it may be that inner pages of the site would require amendments while signposting and amendments to site structure may be unnecessary.

Using video

Similarly, if you are intending to produce a video for the website, consider what message you are trying to convey to your stakeholders and the information they would expect to receive. This could somewhat be dictated by the timing of release:

  1. If you are planning to release a video towards the beginning of your communication with stakeholders, there should certainly be a focus on explaining the drivers that have influenced the change.
  2. If the drivers for change have already been communicated to stakeholders, the video may offer an overview of the new divisional structure and the long-term benefits it creates.

Though option 1 could be very effective during the initial stages of communication, option 2 presents a more prudent option if longevity is important – in this case the video can remain on the site for a longer period of time.

If you have any further questions about how to approach this challenge on your corporate website, please get in touch: enquiries@investis.com

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