GoingClear led a cross-functional website strategy engagement designed to uncover customer insights, validate decision making through research, and create an actionable roadmap for the future Rightworks website.
Customer Research That Drove Every Decision
Rather than relying solely on internal opinions, we built the strategy around extensive user research.
Our team conducted more than twenty in-depth interviews across multiple audiences, including internal stakeholders, current customers, and prospective customers. These conversations helped identify customer motivations, pain points, buying behaviors, content expectations, and opportunities to improve the overall digital experience.
The research was synthesized into customer journey maps, user flows, user stories, and strategic recommendations that became the foundation for every subsequent workstream.
Information Architecture Validated by Real Users
One of the largest components of the engagement was redesigning the website’s information architecture and navigation.
Instead of organizing the website based solely on internal perspectives or industry best practices, GoingClear developed multiple IA concepts and validated them through structured navigation testing involving more than 100 participants.
This research-first approach helped confirm the optimal navigation structure while reducing future redesign risk and increasing confidence that visitors would be able to find information more quickly and intuitively.
UX Strategy & Conversion Optimization
Using the research findings, GoingClear developed a comprehensive UX strategy that included:
- Customer journey mapping
- User flows
- Information architecture
- Sitemap strategy
- Wireframes
- Conversion Rate Optimization (CRO) audit
- Website optimization roadmap
Each recommendation focused on improving usability while supporting measurable business objectives such as lead generation, product discovery, engagement, and conversion performance.
SEO & Answer Engine Optimization (AEO)
Alongside the UX work, GoingClear completed a comprehensive SEO and AEO assessment designed to strengthen both traditional search visibility and emerging AI-powered search experiences.
The engagement included:
- Technical SEO audit
- Content strategy recommendations
- Authority evaluation
- User experience signals
- AI search optimization opportunities
- Prioritized SEO & AEO roadmap
This ensured the future website would be positioned to perform well across both traditional search engines and evolving answer-driven search platforms.
Enterprise Analytics & Marketing Attribution Strategy
One of the most technically sophisticated aspects of the project involved designing a unified analytics and attribution strategy across multiple enterprise platforms.
GoingClear developed recommendations connecting website interactions with downstream marketing and sales systems, including WordPress, Salesforce, Marketo, Google Analytics 4, and Power BI.
The resulting strategy established a framework for improved attribution, event tracking, lead measurement, marketing reporting, and future business intelligence initiatives.
WordPress CMS Strategy
To support long-term scalability, GoingClear also performed a comprehensive WordPress CMS assessment.
Recommendations included improvements to content architecture, reusable page components, flexible marketing page creation, technical performance, governance, accessibility considerations, and future content management workflows that would allow internal teams to operate more efficiently after launch.
A Collaborative Partnership
Throughout the 90-day engagement, GoingClear worked closely with stakeholders through weekly strategy sessions, collaborative workshops, and working meetings across multiple departments.
Because the project emphasized research, validation, and measurable outcomes, decisions were consistently supported by customer evidence rather than assumptions. This collaborative approach helped build alignment across teams while giving leadership confidence in the strategic direction of the future website.
By project completion, Rightworks had a comprehensive digital strategy, validated information architecture, customer research library, enterprise analytics roadmap, SEO/AEO recommendations, CRO opportunities, CMS strategy, and prioritized implementation plan—all designed to reduce risk and maximize the success of their next-generation website initiative.
