Website Content Benchmarking and Analysis

Process

Our assignment consisted of three parts:

1. Benchmark analysis and keyword research:
• We researched and analyzed the websites of the competitors, and compared them to Meltlake's website. We identified the strengths and weaknesses of the competitors, the keywords used to find their services and the content missing on Meltlake's website.
2. Content analysis for meltlake.com -job page:
   • We evaluated the current content of the job page, and how it conveys the message to the potential job seekers. We also assessed the attractiveness and functionality of the job page from the perspective of a young job seeker.
3. Development suggestions:
   • We gave suggestions on how to improve the content based on our analyses. We focused on the clarity, relevance, and appeal of the content.

We did a comprehensive benchmark analysis of all Finnish Microsoft consulting companies and compared all of the available content and data on their websites. We also used Google Analytics to see how people find Meltlake’s website.

We paid a lot of attention to Meltlake's linguistic communication on the website asking ourselves:

What kind of message does Meltlake's website language convey?

and

Who is the target audience of the website?

Outcome

The result of the work was a thorough report that included the following suggestions:

• Meltlake should communicate clearly what their business is about, and what kind of solutions they offer. The should answer the question: what does Meltlake do?
• Meltlake should communicate about the industries they work for, and how they help their clients in them. This helps the website visitors to understand their business better.
• Meltlake should communicate about their values that guide their business, and how they reflect on their work culture and practices. Communicating values is important for building trust with the potential clients and job seekers. Stories could be used to illustrate how values show practice.
• Meltlake should communicate about how responsibility is reflected in their business, and what kind of actions they take to be more sustainable and ethical. Taking responsibility into account is a selling point and a competitive advantage in the market. The webpage could have a separate sub-page dedicated to this topic.
• Meltlake shouldn't leave out any possible technologies and products that are related to the solutions they offer, such as Outlook, Word, Power Pages, etc. Mentioning all of them helps in the search engine results related to the keywords.
• Meltlake should improve the usability and user experience of the website by implementing filtering by topic or industry for the blog posts.
• Adding an internship section or a separate page to the job page would help the users to find relevant and interesting content faster, and also increase the attractiveness of the job search for the younger job seekers.