Catering to user needs and behaviors
The website redesign was a chance for the company to make use of its various SEO and user data. Our collaboration with their SEO team gave way for a new site architecture that allows for location-based property browsing and content buckets.
Identifying the different buckets of content and keywords relevant to the brand allowed for a more solid navigational structure (and, later on, content structure) that is supported by data. This ensures that users will be able to find the information that they need when they need it.
Placing ALI in its own ecosystem
ALI also houses a myriad of businesses found in other industries. Refining how ALI is positioned in this ecosystem of businesses was an essential step in mapping out its role in all of its subsidiaries’ lead generation efforts. We strategically identified redirection points to their respective business channels, making sure that no lead gets lost in the process.