one-year
DIGITAL STRATEGY ROADMAP
Comfort Travel Non-Emergency
Medical Transportation
CLIENT
Comfort Travel Non-Emergency Medical Transportation
MY ROLE
Website Redesign, Digital Strategy Roadmap
TIMELINE
January 2022
SOFTWARE EMPLOYED
WordPress
PROJECT SUMMARY
As a freelancer, I was presented with the opportunity to redesign the website of Comfort Travel Non-Emergency Medical Transportation. My mission was to create a comprehensive digital strategy roadmap to help the business improve its online presence and attract more customers. The roadmap is essentially a planning document outlining the goals of organization following changes in technology, and what digital initiatives need to be undertaken to achieve the defined objectives. This case study details the steps I took to create a roadmap for Comfort Travel.
CHALLENGE
boosting Comfort Travel's online presence and to drive more business through a comprehensive digital strategy roadmap.
The owner of Comfort Travel recognized the potential of their website, but believed it needed a few updates to make it more user-friendly and appealing to their target audience. They understood the importance of having a strong online presence to drive more business, and thus were open to creating a digital strategy roadmap to achieve this goal.
ROLES & RESPONSIBILITIES
creating a winning digital strategy for online success
I was delighted to have the opportunity to redesign Comfort Travel Non-Emergency Medical Transportation's website. The owner's passion for providing quality medical transportation services to the community was evident and the company's mission resonated with me deeply.
I was excited to assist them in achieving their vision and developed a comprehensive digital strategy roadmap to enhance their online presence and attract more clientelle. This case study presents my approach to developing the roadmap, which aimed to help Comfort Travel achieve its mission and goals.
PROCESS OVERVIEW
to help the client achieve online success, I visualized a quite literal 'roadmap' outlining the steps to take.
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The remainder of the case study explains these steps, including how each step will contribute to Comfort Travel's goal of achieving online success. This strategy was then translated to a one-year roadmap with defined milestones.
GOALS & OBJECTIVES
to expand client base and enhance customer experience
The first step in creating a digital strategy roadmap was to define clear and specific goals and objectives. Comfort Travel's main objective was to increase the number of clients and improve the overall customer experience. Specific goals were also identified in this stage, such as increasing website traffic, improving website user experience, and boosting the number of online bookings.
WEBSITE AUDIT
conducting a thorough audit of the current website
The second step in creating a digital strategy roadmap for Comfort Travel was to conduct a comprehensive audit of their current website. This involved an in-depth analysis of various aspects such as the website's usability, user experience, and search engine optimization (SEO) to identify areas that needed improvement. The audit involves:
analyzing the design, layout, content, and functionality, by
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evaluating the overall visual appeal of the website, including the use of colors, typography, images, and branding consistency
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checking the layout to make sure it is clear, organized, and easy to navigate, including the use of menus, submenus, and other navigation elements
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assessing content to ensure that it is high-quality, relevant, and engaging for the target audience, including the use of headings, subheadings, and bullet points
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checking website functionality by testing links, forms, and other interactive elements, to ensure that they are working correctly and providing a positive user experience
Overall, this will help determine how effective the current website is in achieving the company's goals.
examining usability (design & functionality) from the user's perspective
This can be done through user testing, where individuals are given specific tasks to complete on the website while their actions and feedback are observed and recorded. The goal is to identify any pain points or areas where users may encounter difficulties in navigating the site, accessing information, or completing actions.
The results of the usability testing can then be used to make necessary adjustments and improvements to the website's design and functionality to enhance the user experience, ensuring that the site was comfortable for users to navigate, find the information they needed, and complete any necessary actions, such as booking a ride.
reviewing the website's SEO settings to evaluate how well it was optimized for search engines, by:
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analyzing the website's content to ensure it contained relevant keywords and was structured in a way that search engines could easily understand
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using SEO tools and techniques to evaluate the website's performance in search engines
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conducting keyword research to identify relevant keywords and phrases
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analyzing the website's content to ensure it contains those keywords and phrases
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evaluating the website's meta tags and descriptions
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checking for broken links
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examining the website's backlink profile
All of these steps would help determine how well the website was optimized for search engines and identify areas where improvements could be made.
analyzing the technical aspects
The analysis also looked at the website's technical aspects, such as its speed and mobile responsiveness, which are important factors for search engine rankings as search engines prioritize user experience. If a website is slow to load or is not optimized for mobile devices, it can negatively impact user experience and ultimately lead to a lower search engine ranking. By analyzing these technical aspects of the website, we can identify any issues that could be hindering its performance and take steps to address them.
Overall, the website audit serves as a crucial step in identifying areas of improvement and laying the foundation for creating a plan to optimize the website for both users and search engines.
CONTENT STRATEGY
developing a targeted content plan to engage potential clients
The third step to develop a comprehensive digital strategy roadmap for Comfort Travel was to create a content strategy that catered to the needs of the company's target audience. It is important that the plan focuses on creating material that educates, informs, and engages potential clients.
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This can be achieved by identifying the target users and their specific needs. For Comfort Travel, the audiences were senior citizens and individuals with disabilities requiring transportation to and from medical appointments.
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The content plan included blog posts or articles that provide information on transportation options for seniors or individuals with disabilities.
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Infographics highlighting the benefits of using non-emergency medical transportation, videos that showcase the company's services and facilities, and social media posts that engage with the audience and share relevant news and updates were other content ideas.
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Lastly, another strategy is sharing stories from satisfied customers or highlighting the company's commitment to providing safe and reliable transportation services.
By creating a content strategy that addresses the needs of the target audience, the business can build trust with potential clients and establish itself as a go-to resource in the industry.
SEARCH ENGINE OPTIMIZATION
to improve online visibility and attract potential clients
In the fourth step, the focus was on optimizing Comfort Travel's website for search engines. This was done by identifying and incorporating relevant keywords, meta descriptions, and titles on the website's pages. This helps search engines understand what the website is about and rank it higher in search results for relevant queries.
Creating a blog and regularly posting high-quality content can help improve search engine rankings and drive traffic to their website. By doing so, they can increase their online presence and attract potential clients to their business.
USER EXPERIENCE
to increase conversions, drive revenue, build trust with potential clients, and enhance overall reputation
In the fifth step, the focus was on enhancing the user experience of the Comfort Travel website. This involved creating a design that was both visually appealing and user-friendly. The goal was to make it easy for potential clients to navigate the website and find the information they needed.
To achieve this, I ensured that the website had a clear and intuitive layout that guided users towards the most important sections of the site. I also made sure that the website was optimized for mobile devices, since an increasing number of people access the internet from their smartphones and tablets, allowing users to browse the website seamlessly regardless of the device they were using.
Improving the user experience of the website can have a significant impact on the success of Comfort Travel. By making it easier for potential clients to find the information they need and book their transportation services, the business can increase conversions and drive more revenue. Additionally, a positive user experience can help build trust with potential clients and enhance the overall reputation of the business.
SOCIAL MEDIA
a powerful tool for enhancing visibility and establishing brand awareness
The sixth step involved using social media platforms to promote Comfort Travel's brand and services, attract more visitors to their website, and interact with prospective clients. While they already had a presence on some platforms like Facebook and LinkedIn, it was necessary to expand their social media reach to other platforms as well to achieve their marketing goals. To leverage social media platforms, Comfort Travel can do the following:
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create engaging content that resonates with its target audience and share updates relevant to the industry
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post high-quality images and videos that showcase the company's services and facilities
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use social media to interact with potential clients, respond to queries, and address any concerns they may have
By building a strong social media presence, Comfort Travel can increase its visibility and brand recognition, which can ultimately lead to more business opportunities and growth.
EMAIL MARKETING
to remain in the forefront of customers' minds and encourage repeat business
The seventh step was to implement an email marketing campaign that sent regular newsletters, promotions, and other relevant information to subscribers. To implement this, Comfort Travel needs:
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an email marketing plan to help Comfort Travel stay in touch with current clients and potential clients
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the plan should include the types of emails they will send, how often, and to whom they will send them
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their existing customer database can be used to segment their email list by factors such as location or travel preferences to ensure they are sending targeted and relevant content
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the emails could include company news, promotions, travel tips, and other relevant information that their audience would find useful
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calls-to-action can be included in the emails, such as links to book a trip or leave a review, to help drive conversions and further engage with their audience.
By consistently sending out engaging and informative emails, Comfort Travel can stay top-of-mind with their clients and encourage repeat business.
MONITORING & ANALYZING PERFORMANCE
identify trends, strengths, and weaknesses in the digital marketing strategy and optimizing the approach
The final step was to continuously monitor and analyze the performance of Comfort Travel's digital marketing efforts. The analysis includes tracking website traffic, conversion rates, social media engagement, and email marketing performance. The data can help identify areas for improvement and make adjustments to the strategy accordingly.
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Comfort Travel can use analytics tools such as Google Analytics to track website traffic and conversion rates
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Social media analytics tools can help measure engagement and reach on social media platforms
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Email marketing software can assist in monitoring the performance of the email campaigns
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Use A/B testing to experiment with different elements of their website, emails, and social media posts to see which variations perform better and then adjust accordingly
By regularly reviewing this data, Comfort Travel can identify trends, strengths, and weaknesses in their digital marketing strategy and make data-driven decisions to optimize their approach.
FINAL PRODUCT
overview of the one-year strategy plan in milestones
CONCLUSION
the digital strategy roadmap for Comfort Travel can improve their online presence, increase website traffic, and drive more business through social media, email marketing, and search engine optimization.
In conclusion, the digital strategy roadmap developed for Comfort Travel Non-Emergency Medical Transportation presented a comprehensive plan that can significantly improve their online presence, increase website traffic, and ultimately drive more business.
By having defined goals and clear objectives, and following a comprehensive plan to achieve them, Comfort Travel can effectively increase website traffic, enhance the user experience, and drive more business. They can leverage social media, email marketing, and search engine optimization to effectively reach and engage their target audience, building brand awareness and customer loyalty.
By monitoring and analyzing their digital marketing performance, they can identify areas for improvement and adjust their strategy accordingly. If they successfully implement the roadmap, Comfort Travel can establish itself as a leading non-emergency medical transportation provider, increase its revenue, and improve its overall business performance over the next year.
LESSONS LEARNED & SOME SELF REFLECTION
1. understanding the client's needs is crucial
Before starting any project, it's essential to understand the client's needs, goals, and objectives. This understanding can be achieved through effective communication and consultation with the client. For Comfort Travel, I had to spend a considerable amount of time understanding the company's values, target audience, and unique selling points to develop an effective digital strategy roadmap.
2. flexibility and adaptability are necessary
While developing the digital strategy roadmap, I realized that the plan must be flexible and adaptable. Digital marketing is an ever-evolving field, and it's crucial to stay updated with the latest trends, algorithms, and technologies. Therefore, I had to continuously monitor the performance of the digital strategy and make adjustments where necessary to achieve the desired results.
3. continuously learning and making improvements is important
Finally, this project taught me the importance of continuous learning and improvement. Digital marketing is a dynamic field that requires ongoing education, training, and experimentation to stay up to date with the latest trends and best practices. As a digital marketer, it's essential to keep learning and improving to deliver exceptional results for clients.
For any inqueries, or to grab coffee ☕️
please shoot me an email at rubaba.hassan@outlook.com.
Thank you so much for reading, and I'm looking forward to hearing from you!
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