An industry-funded, not-for-profit body, Construction Skills Queensland (CSQ) sought Rob Lovegrove’s support in late 2019 to realign its digital channels, define and improve website KPIs and provide ongoing upskilling opportunities for the internal marketing and communication team.
While CSQ commanded good social following numbers, it wasn’t translating into business outcomes and the website’s main call-to-action, encouraging tradespeople to search for upskilling courses, wasn’t being fully utilised.
Services provided
- Campaign development
- Creative direction
- Marketing and advertising collateral
- Website content, design and development
- Data analytics
- Digital advertising
- Social media management
Social engagement increased 45 per cent while web traffic improved a staggering 34 per cent
Our initial work helped CSQ better define its audience personas to four key roles. This allowed us to better understand what each persona was looking for from CSQ.
With this in place, we helped CSQ refine its digital content schedule while also assessing the User Interface on its website to ensure the course selector was ‘front and centre’ for its varied audiences.
As well as realigning its homepage structure, our team’s thorough website audit highlighted a breakdown in user flow, with key content being ‘skipped’ as part of the logical web user process. Subsequent work in linking key content pages helped overcome this.
As a result of our work, CSQ’s business-generating outcomes from its reimagined website and broader social structure improved drastically. In the final quarter of the nine-month engagement, social engagement increased 45 per cent while web traffic improved a staggering 34 per cent.
