Overview

Through this audit, we have identified areas to enhance [X CLIENT]’s website presence, including site friction and optimization, visual optimization, user flow and message hierarchy.

Site Friction & Optimization

Presenting all [X CLIENT]’s important data and educational materials in a more organized manner, especially on the homepage. 

• Load time on pages are slow. Fix this by condensing materials 

• Pages and subpages can be condensed or removed all together 

• Webpages consist of several lengthy paragraphs, which may prompt users to leave the website quickly

• Keep all menu tabs on the same area of the homepage; currently there are menu options lining the top and side of the website, which may confuse users

• There are two menu buttons for recovery resources that can be made into one

• There are two sections on the FOX news feature that can be combined into one to reduce clutter

• If two menus need to be present, we recommend keeping one in the nav bar and one in the footer

• Relocate the ‘[X CLIENT]’ video to its own tab section with more detail on the campaign 

• Consider making news section pieces smaller and more organized

• Keep the FOX news feature highlighted at the top, and follow with news and helpful articles at the bottom, instead of pushing content to the sides of the page

Visual Optimization

Users are more likely to stay on a website that is visually pleasing and easy on the eye. 

• Stick to 2-3 brand colors to avoid visual clutter

• Decide on what content is most important for users to see on their journey and prioritize it on the homepage – placing it above the fold.

• Clean up the footer by downsizing to create more space

User Flow

Many users navigating the website might be visiting for the first time and may be unfamiliar with the brand. It’s crucial to present the most important information at the top of your page. Consider these questions: 

• What is [X CLIENT]?

• Who is [X CLIENT] for? 

• Why is [X CLIENT] important? What is their mission?

Then, [X CLIENT] can: 

• Incorporate a short and digestible section on the homepage that answers those three questions

• Think about the most important call-to-action for users to complete when they enter the website

• Understand the audience and prioritize the content they need to see
  

Message Hierarchy

Utilize key blocks to present information that is most important to the user. 

• Give the ‘[VIDEO]’ feature a larger and more prominent section on the website

• Consider adding a video short as the first visual that users see when they enter the site

• Arrange the menu tabs by order of importance based on what information users need to click on first