Assessing content and making recommendations: GM Canada
To help a short-staffed sister agency in Toronto, I did a thorough content audit and assessment of dealer sites and what they lacked in comparison with their brand sites, created in the US. I followed that project with recommendations about how to weave electric vehicle content in more seamlessly, as GM Canada introduced its EVs to this enormous North American market.
My comparison between the dealer pages and the original brand pages, found a lot of missing excitement. I advocated for telling a more compelling story and tightening the organization, creating a hierarchy that would support the value proposition.
Evaluating content on a website might seem boring to some people, but I find it revealing and illuminating. And I enjoy getting into the detail as well as looking at the big picture.
Key concept: what worries consumers most about EVs is running out of juice with no available chargers nearby
To allay potential buyers’ fears about getting stuck in the middle of nowhere with no charge, I recommended moving key explanations about how easy it was to charge and how the network is expanding, suggesting it be featured throughout the content of the sites rather than included on special pages about the technology.
One of my recos they adopted was that four main content topics (Range, Charging, Batteries, Ownership) could be featured on home page to quickly provide answers to user questions.