Workiva specializes in financial and regulatory reporting software. Our web team played a key role in building a comprehensive content hub to support the launch of their new ESG reporting solution, positioning Workiva as an industry leader in the space.
3 Months
Initially, we explored the industry to gain insights into how others were addressing similar challenges. This research provided a solid foundation, helping us identify potential areas of parity as well as opportunities for differentiation.
With a deeper understanding in place, we interviewed clients and customers to explore their varying levels of ESG knowledge. This helped us identify how users engage with ESG content and gain confidence in ESG policies, informing the design of user journeys that support their learning and engagement process.
These insights informed our content design and strategy, allowing us to focus on three key pillars: user experience, education, and trust. Each of these components was vital to crafting a meaningful and impactful experience, ensuring that users and customers felt both confident in and connected to the value we were providing.
After completing our initial research, we established a clear framework and defined user requirements that guided the iteration and wireframing processes. Through a thorough stakeholder review process, we ultimately finalized the content hub architecture. The next phase focused on visual design, where we translated aesthetic and brand principles to craft an engaging and dynamic experience.
While Workiva had a strong, established brand identity, we sought to subtly evolve it to distinguish the content hub’s aesthetic and underscore the importance of our ESG software. To do this, we made thoughtful adjustments to the core brand aesthetic, maintaining enough continuity for cohesion while also emphasizing the distinct significance of the ESG offering.
A well-informed content strategy and architecture ensured that the content hub delivered value to all users and clients, regardless of where they were in their ESG journey or level of understanding. The hub was both intuitive and comprehensive, offering a wealth of resources and insights in a compelling, engaging manner.
The content hub played a vital role in reinforcing and articulating Workiva's purpose and mission as a company. It not only highlighted Workiva's credibility but also facilitated the building of trust with users by showcasing the company’s commitment to providing meaningful solutions. The hub conveyed a brand and product experience that was both approachable and accessible, ensuring that users felt supported at every stage of their ESG journey. By offering deep value through rich, relevant content, the hub positioned Workiva as a reliable, insightful partner, fostering long-term relationships and user confidence throughout their entire lifecycle.
After landing on the content hub, 37% of users continue on to the ESG solution page, ESG resources, or product demos. The content hub has become a key traffic driver to both ESG and other solution pages, ranking as the 4th largest contributor to demos across the site. Moving forward, we plan to further optimize traffic momentum through SEO, introduce more on-page referrals, and implement A/B testing to customize and enhance personalized ESG experiences for users and buyers.
