Challenge
In Touch provides businesses with compliance-related services that include confidential complaint hotlines and exit interviews. They pioneered the field of employee feedback systems back in the early 1990s, and have been going strong ever since. The problem: In Touch’s website didn’t convey their level of expertise and experience. The services, which require some explanation, weren’t clearly positioned. The copy was written in a company-centric, wordy style with few calls to action.
The site architecture wasn’t all it could be either. Inconsistent navigation made information difficult to find. And overall, the site lacked the warmth and sense of great customer service that sets In Touch apart.
Solution
In partnership with Arrowplane, PlumLines first created a content strategy. This helped establish a clear direction, voice and style for the new site copy. Source information was limited to the existing site, so we conducted an interview with In Touch stakeholders to gather essential content. We also restructured the IA, so the most important info would be easy to find.
With the content strategy and site architecture in place, the next step was to write crisp, clear copy. As always, we applied best practices including actionable links and eye-catching subheads. The new copy effectively communicates the benefits of working with the company. And through multiple calls to action, the site now gives users many opportunities to “get in touch.”