Ny webb lockar kompetens och invånare till Skaraborg - Limetta Digialbyrå

Case

New website to attract key talent and new residents to Skaraborg

The Skaraborg region is in an expansive phase and is developing the area with new exciting companies and initiatives. They therefore saw a great need for new labour both from within Sweden and from abroad. The assignment we received from the Skaraborg Municipal Association was to attract key professionals to move to Skaraborg and its 15 municipalities.

The goal of the website is to drive traffic and guide the visitor through the entire customer journey online. From the website, leads are passed on to the "relocation guides" whose task is to help anyone interested in moving to Skaraborg with questions that may arise during the process.

The assignment included

Audience analysis
KPIs and metrics
Strategy and brand positioning
SEO strategy
Concept and idea
UX and design
Development in Umbraco
Strategic consulting

Strategi och positionering: storslagen natur och nära både till Stockholm och Göteborg samtidigt som några av Sveriges största arbetsgivare finns i regionen - Limetta Digitalbyrå

How we went about it

Strategy

Having a clear vision is important for a successful project. The work therefore began with a kick-off workshop to define goals and expectations and to agree on priorities and focus for the project. Our strategy was then developed and included several parts where we drew up some questions to work from in order to be able to generate strong solutions.

Question

"How can we position Skaraborg?"

Several other places — for example Jämtland, with its proximity to Åre, or Skåne with Österlen — already have a position that attracts an urban audience thanks to widespread recognition. Skaraborg is a relatively small region (and Skaraborg as a county no longer exists). Therefore we needed to establish a picture of what these places actually look like, which is a rewarding task thanks to the incredibly beautiful and magnificent scenery. It is also close to both Stockholm and Gothenburg, while some of Sweden’s largest employers are based in the region. That’s why we’ve chosen to emphasize that you can live "the country life" while not having to compromise your career

Question

"How can we drive traffic to the website through SEO?"

We began by looking at different keywords and quickly realized that the key to success is to focus on the municipality names, since this is by far where the largest search volume is. We chose to build so-called "pillar pages" for each municipality. The concept means the content is structured vertically through different sections and blocks to present a lot of text that still remains easy for the visitor to overview. This means we create comprehensive information pages covering all the conceivable questions one might have about a municipality

In the long run this is then supplemented with several shorter articles that link to the municipality page to further strengthen it via internal links. The Skaraborg Municipal Association has strong partners who help with inbound links to the website, for example "Visit Skaraborg" (vastsverige.se). Several major employers in the area are also encouraged to link to livetiskaraborg.se when they post job ads or write other related texts about the area as a whole

SEO - Vi valde att bygga upp så kallade ”Pillar Pages” för varje kommun - Limetta Digitalbyrå

Creative workshop

Based on the strategic direction, we ran a creative workshop with the client where we examined the target audiences, needs and motivators. We also developed arguments and benefits of moving to Skaraborg that could be used externally toward the end customer. When we began work on designing the website, we made goal-driven decisions and solution proposals, and the design was created to be visually appealing and inspiring for the different target groups.

In the first phase we focused primarily on the Swedish audience, with an English summary page. Throughout the project we placed strong emphasis on intuitive, modern design and measurability, both in terms of site KPIs and monthly SEO tracking, with the aim of proactively improving and optimising the next period.

UX och design som inspirerar, informerar och låter redaktörer arbeta effektivt - Limetta Digitalbyrå

UX and design

To work toward the set goals, we developed a design that inspires, informs and enables editors to work efficiently with the content. We created sections that make it possible to use highly inspiring articles and photos. The structure and organization make it easy for users to filter the content according to their own needs, for example municipality, activities, jobs, housing or leisure. This also allows us to showcase selected segments in other parts of the website to display relevant content at the right time. Based on the graphic profile, we developed a design that works well digitally and complies with existing accessibility requirements.

We worked closely with both the client and their graphic agency. The design approach relied heavily on an earthy, human and positive color palette combined with typography that ensures good readability and an inspiring calm in the image and film concepts. We also developed a simple, practical strategy for the brand so that editors from the different municipalities will use the same visual style and tone when producing content and working on the website.

Webbplatsen är byggd i Umbraco CMS som bygger på Microsoft .NET Core och licensieras som öppen källkod - Limetta Digitalbyrå

Web development

The website is built in Umbraco; a CMS that is built on Microsoft .NET Core and licensed as open source (free to use). In Umbraco we have developed a set of easy-to-work-with page templates used by the editors. The page templates have been designed to keep a clear and consistent approach to appearance and content, while still being flexible enough so the editor does not feel locked in their work. A basic idea has been to define different modules that the editors can then combine to build different types of pages. Although the page templates have a distinct look, they are built around a frontend framework called UI-Kit (https://getuikit.com/). By starting from a stable and proven framework and then adapting it to reflect Livet i Skaraborg's graphic expression, we have been able to shorten both development time and testing time.

We are also proud to be a "Contributing partner" to Umbraco, which means that we contribute new functionality to the Umbraco platform itself that the rest of the world can benefit from.

Mätning och uppföljning - Från start enades vi om flera KPI:er - Limetta Digitalbyrå

Measurement and follow-up

From the start we agreed on several KPIs and what the site should achieve. We work with the Skaraborg Municipal Association and every month we review how the site and our SEO are performing. We put forward recommendations on what we should focus on during the coming period to increase visibility via search and boost conversion on the site. We also help with communication strategy and how we can drive more traffic and position the brand throughout the customer journey.

"We have really appreciated the collaboration with Limetta. It is not always straightforward to work with this type of procured services, but we feel Limetta exceeded our expectations on several levels. Above all, we've appreciated a close, almost collegial collaboration with a high degree of openness and great transparency from both sides. They have been responsive to our feedback while also being able to explain and show different approaches than those we might have considered from the start, which has been appreciated. All in all, very good and we are very pleased with how livetiskaraborg.se looks and works"

says Richard Dyvelås, project manager for Livet i Skaraborg

Results

Although it takes a long time to be indexed by Google and to compete for top rankings, we could already shortly after launch see strong results that show we chose the right strategy and that this will be a very successful investment going forward for Skaraborg Municipal Association.