Dynamic user journeys reveal the power of AI
Website transformation activates the funnel of lead generation
CohnReznick, one of the nation’s largest advisory, accounting & assurance and tax firms, wanted a responsive new website that delivered on its consultative brand platform and facilitated lead generation — a capability beyond the reach of its existing site. The goal was to deliver a “world class” experience that would serve C-suite executives and financial leaders, engage influencers and attract top talent. With phases of work running concurrently to meet the company’s aggressive six-month timeline, content strategy/messaging architecture, information architecture (IA), user experience (UX) and site development were staged on an agile workflow.
Carpenter Group began with persona development to create message mapping for user journeys across a wide range of disparate services and industry practice areas. This provided a foundation for content marketing activation that was explored though iterative UX prototyping. Concurrently, we developed an editorial style for the site in order to ensure brand consistency while representing each line of business through segment-specific nomenclature and messaging.
Our user interface (UI) design was informed by close collaboration with the client and the development team to ensure a smooth and rapid transition from design to implementation. The new site was built on Sitecore, enabling CohnReznick to dynamically push out relevant and timely content as user data was collected from an extensive catalog of industry commentary, thought leadership, events archives and services collateral. Once launched, the firm’s sales, marketing and careers teams quickly recognized the website as a viable means of prospecting and deepening connections with audiences.