As well as being an information and news resource, your website is an important marketing tool. It offers a great opportunity to reinforce ICAEW’s position as a premium brand and an outstanding service.

ICAEW.com delivers explicit information plus tacit messages.

It needs to reinforce the brand and engage current and future members.

The message and goal of the home page:
What do you do, for whom and what are the results of your service?

Each page should convey your expertise.

Navigation could be improved.

Information needs to be expertly and logically organised.

All sections need to have a clearly defined profile and discoverability.

Editorial is all important and there is a wealth of great content already available but it noticeable that several areas need to be updated.

A clearly defined editorial structure and workflow for content delivery is vital.

There should be an easy to use CMS interface.

Copy should include robust SEO features.

There should be consistency of message / tone / visual across the entire site. A consistent brand projection strengthens key messages.

Content should have a focus, and be detailed and accurate.

Archive section is important as a point of reference for members and for students. It needs to contain professionally produced content.

New content should promote the intellectual property of the ICA and its members – report on key sector activity, thought-leadership papers, addressing known client issues, survey results.

All content needs to be well promoted which leads us to . . .

More hyperlinks in copy would help with navigation and traffic direction.

CEO’s blog is cross-promoted through social media channels but could still generate more interest and boost number of readers and comments.

Does Practicewire newsletter tie in with what is trending on social media?

Are Twitter and Facebook feeds being used effectively to drive traffic to the site? Are there reciprocal agreements in place with the other publications they link to eg Guardian, FT?

Calls to action – give your users something to do on every page.

Corporate governance is a hot topic and should appeal to a wide audience.

Why does the author need to produce such a detailed report? Make use of their expert knowledge to find out why now, why so much detail, who is their target audience, who else might read or refer to it?

There needs to be editorial context.

Deliver the content in multiple formats to make it accessible.

Cross promotion is vital.