Health & Safety Professional
Health and Safety at Work magazine (HSW), a LexisNexis Group publication, has been providing its readers with need-to-know information on workplace health and safety issues for 30 years.
The Health and Safety at Work website draws on the extensive archive from HSW magazine and brings together a wealth of news, prosecutions and features on a wide array of health and safety topics. The website delivers timely premium content to subscribers and also enables members to discuss the latest health and safety topics and engage with the site community of fellow professionals.
LexisNexis Group delivers comprehensive and authoritative legal, business, government and tax information worldwide as an industry leader. It unites proprietary brands, advanced Web technologies, and premium information sources for customers in the legal, corporate, government and academic markets in 100 countries on 6 continents.
The Brief
The scope of the project was to cover the design, build, and implementation of a new content managed, feature rich, and transactional website for the Health and Safety at Work magazine. Specific objectives included the following:
- Deliver a valuable online user experience publishing consistent, accurate and timely content and services.
- Manage a range of standard and bespoke content types and features
- Increase audience engagement, foster an active online community for UK health and safety professionals.
- Drive targeted traffic, increase subscription levels, and maximise additional revenue streams e.g. advertising, premium directories, jobs etc…
- Expose depth and quality of content available, whilst protecting the value of premium content through configurable trial and subscription management.
- Provide a non-technical solution to manage effective online content publishing and marketing, reducing administrative and development costs.
The WORKSsitebuilder Solution
The WORKSsitebuilder CMS solution for HSW provided core content management functionality as well as a powerful integrated trial and subscription system.
Content – Simple, efficient, non-technical content management to deliver structured, dynamically related content, features, and advertising. Configurable trial and subscription modelling to manage content access.
Community – Membership management admin and a range of community features delivered to foster an active engaged community focussed around the HSW website, including - members’ directory, consultant’s directory, consultations, comments and forums, Q&A, polls…
Design – User-centred design ensuring usability and accessibility demands were met, delivering a clean and easy-to-navigate website. Consideration was made for optimisation of content browsing, user attraction, conversion and retention.
Marketing – Best practice SEO to attract targeted traffic to deep-linked content and optimised subscription barrier landing pages with clear calls-to-action, visual cues, and messaging to maximise trial and subscription sign-up conversions. Improved access to user data, trial and subscriber reporting for sales teams.
The Result
The HSW WORKSsitebuilder publisher solution has delivered a dynamic, scalable content management and marketing system, achieving a return on investment through reduced operational costs, and increased subscriptions revenue.
Subsequent testing and landing page optimisation has also achieved measurable success.
Strengthening the trial and subscription calls-to-action on restricted articles increased trial sign-up conversions by over 100% and subscription conversions improved over 150%.
