+57%
Task Completion
across priority service journeys
-31%
Support Leakage
from misrouted search landings
+36%
Critical Page Visibility
for tracked service-intent queries
The challenge
Large utility sites often accumulate thousands of pages serving different audiences, which creates tension between governance, findability, and clarity.
Users were arriving with urgent service intent but often meeting page structures built around internal ownership rather than external need.
Reporting could show page usage, but not always whether users actually completed the task they came to do.
What changed
Critical journeys became easier to locate and understand, especially for service-led intents where tolerance for friction is low.
Digital teams gained a more usable prioritisation model for deciding what to simplify, merge, or retire.
The estate became more manageable as a customer-facing service environment rather than simply a publishing platform.
Strategic workstreams
Reframed priority journeys around task completion and intent grouping rather than site-map inheritance.
Reduced confusion between support, informational, and corporate content pathways so users could reach the right destination faster.
Introduced a clearer model for evaluating digital performance using task success and assisted completion signals.
Why this engagement matters
Commercial clarity beats channel noise.
This study is representative of how Strathmark approaches digital advisory: diagnose first, tie decisions to commercial consequences, and fix the structural blockers before adding more activity on top. It is not about making dashboards look busier. It is about making demand easier to win and easier to convert.
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