Strategy & Approach
The old Adhesives.org website was a valuable source of information for the adhesives and sealants community. While the information was robust, it was organized in a manner that worked well for regular users of the site, but not as much for newcomers – or people arriving via search engines.
Our strategy incorporated a plan to ensure this site would remain a valuable resource, but would still be considered a powerful resource to the various audience types who visited. To do this we took a two-pronged site map approach. The first was to catalog the information per user type and the second was to create landing pages for the main visitors. Do It Yourselfers look for information in a much different manner than engineers – as such the presentation efforts need to be equally as dramatic.
Our approach was to have several calls to action on the home page which would direct to landing pages for each of the audience types. In addition, we would simplify the main menu navigation to have some of the encyclopedic efforts of the original site, but also some fast access pages.