Content Strategizing for Benovate

Benovate, a Minnesota-based benefits administrator business, needed to revise their content for their current audience. I worked with their team and constituency to write content and design user flows that reflected their ideal processes. 

I’ve blogged for Benovate for nearly three years now, and jumped at the offer to assist them in upping their content strategy for their website. As a company focused on growing and attracting the business, the website functioned for them…and that was enough for the time being. But the messaging was out of sync with what the organization had become, and the user flow was…non-existent.

My work focused on completing competitive analyses and implementing best practices. The *web team* consisted of a few people whose jobs focused on the site in a small capacity.  The modifications to the site had to manageable by them, so automation was key wherever possible. In my interviews with the team, I also found more opportunities for routing inquiries automatically, cutting down on response time. Overall, since the rewrites and revised user flows, the website has received a 36% uptick in hits.

Tools: SquareSpace
Skills: Content user flows, team interviews, content consolidation, light coding


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