Belmore Digital, a Digital Marketing and SEO Consultancy, run by JB, collaborated with one of Australia’s prominent superannuation companies to address concerns regarding their website’s complexity and user navigation issues. The client, a major player in the financial services sector, wanted to improve the overall user experience and streamline information access for both existing and potential members.

Actions Taken

JB undertook a series of strategic initiatives to address the client’s challenges and achieve their business objectives:

  1. Comprehensive Analysis: Belmore Digital conducted a thorough examination of the existing website, focusing on user behaviour, keyword usage, and competitor strategies. This analysis provided valuable insights into areas for improvement in the information architecture.
  2. Refinement of Information Architecture:
    • Homepage Restructuring: JB recommended redesigning the homepage to prioritise key information relevant to member acquisition. Strategic placement of content and call-to-action elements was implemented to enhance user engagement.
    • Menu Optimisation: Recognising the significance of intuitive navigation, JB provided guidance on restructuring and labelling menu items for both desktop and mobile platforms. This aimed to simplify the user journey and improve content discoverability.
    • Content Strategy: Based on the analysis of user search behavior and competitor benchmarks, JB offered recommendations on content prioritisation. This included identifying content to be surfaced prominently for increased visibility, as well as advising on content that could be deprioritised or retired to streamline the user experience.
  3. Collaborative Implementation: Belmore Digital worked closely with the superannuation company’s internal teams to implement the recommended changes. Continuous feedback loops and iterative adjustments were integral to refining the information architecture over time.

Anonymised Work Examples

Analysis of the client’s website SEO performance, focusing on key metrics and improvements to enhance visibility, drive traffic, and increase conversions.


The collaborative efforts between Belmore Digital and the superannuation company resulted in significant improvements:

  • Increased Member Acquisition: The redesigned information architecture contributed to a notable uptick in new member acquisition, indicating improved user engagement and conversion rates.
  • Enhanced User Experience: The streamlined navigation and optimised content layout increased utility for existing members, resulting in higher satisfaction and retention rates.
  • Improved Conversions: The revamped website architecture facilitated smoother user journeys, translating into improved conversion rates and overall performance metrics.

In summary, the partnership between Belmore Digital and the superannuation company resulted in successfully redeveloping the website’s information architecture, driving tangible business outcomes, and reinforcing the client’s position as a leader in the financial services sector.

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