GSIL Content Gap Analysis

CONTENT GAP ANALYSIS

EventsAdvertisingSocialReferralWord of MouthSearchWebsite

Home Care - Buyer Journey Map

TOUCH POINTS &

SCORECARD

WebsiteEmailConsultation

ConsiderationLIFECYCLE STAGE

SUPPORTINGCONTENT

TYPES

• Website calls-to-action• In-Home Consultation• Content length: short

CONTENT • Connect with GSIL Service Coordinator

Customer Mission

Decision/Nurture SaleAwareness

Customer Experience

WebsiteEventsSocialEmailContacted by Service Coordinator

• Website Content• Blogs / Whitepapers• Success Stories• In-Home Consultation offer• Content length: long

• What will it cost?• Am I eligible?• What are the payment options?• Will my insurance cover services?• What is the hiring process?• What kind of say will I have?• What other services can I get?

WebsiteEventsSocialEmailContacted by GSIL staff (note, phone call)

• Website Content• Blogs• Social Media• Content length: Medium

• What medical/non-medical services do you offer?

• What are the age restrictions?• What are my responsibilities?• How are you different than Home

Instead?• Will you fund ____ ?

• Brochures• Landing Pages• Headlines• Content length: short

• Who/What is GSIL?• What is an Independent

Living Center?• What do you do?• I need help.• What kind of help can I get?

Content Gap AnalysisPhase Content Exists Recommendations Content Types

Awareness Who/What is GSIL? Y Logo, tagline, photos and testimonials on homepage represent the organization’s mission. The “About GSIL” interior page lists out the mission, values, GSIL background, etc. more in-depth. Creating a softer, warmer website theme may help communicate the overall message better.

BrochuresLanding PagesHeadlinesImages of GSIL consumers

Awareness What is an Independent Living Center?

N Each of the wrap-around services are clear and listed, but there is no clear definition of an Independent Living Center. A brief description should be added, which will also help with differentiation from our competitors.

Interior copy

Awareness What do you do? Y The homepage lists out all of the programs and services offered by GSIL. Making a clear statement on the homepage with the mission, IL description and services offered may help quickly explain the organization and services offered.

Images/CaptionsDescription of servicesVideo interviewsBlog posts

Awareness What kind of help can I get?

Y Current landing pages funnel users based on their role (e.g. I’m a senior, I’m a person with a disability, etc.). Following this format makes it easy for users to identify how GSIL can help them. Comparison charts may be helpful to identify which program is right for them.

Interior copyImages/CaptionsVideo interviewsBlog postsComparison chart

Consideration What services do you offer?

Y All services are listed in the navigation. Content should be cut down and simplified to help the user easy navigate the website and avoid information overload. Providing too many options can result in too many clicks, losing the user in the process. Quicker call-to-actions should be featured. Non-medical services should be clear.

Interior copyImages/CaptionsVideo interviewsBlog postsClear call-to-action


Consideration What are my responsibilities?

N “Home Care” landing pages identify services as consumer-directed, but do not clearly identify responsibilities and what role they will play in managing their care. A better description of how much control the consumer has should be available.

Interior copy

Decision Eligibility Y Each Home Care program lists the specific eligibility requirements. Comparison charts may be helpful.

Interior copyComparison charts

Decision Hiring process N There is not much information regarding the hiring process. This is typically discussed via phone or email after contacting GSIL. A short video of the hiring process could answer questions, as well as provide a supporting testimonial.

Interior copyVideo description

Decision Payment options N Users frequently ask about cost, insurance coverage and payment options. This information is not available on the website. A call-to-action could encourage users to contact us to learn more about their options.

Interior copyCall-to-action

Consideration Other services Y All services are listed in the navigation. Left-hand navigation provides links to other Home Care landing pages. Other possible services should be more clear.

Interior copy

Sale Call-to-Action N A clear call-to-action should be present on every page. ButtonsNavigation elements

EventsReferralWord of MouthSearchWebsite

Care Attendants - Buyer Journey Map

TOUCH POINTS &

SCORECARD

WebsiteEmailPhone Call


SUPPORTINGCONTENT

TYPES

• Website calls-to-action• Care Attendant Registry• Content length: short

CONTENT• Interview process with

consumer• GSIL follow-ups

Customer Mission


Customer Experience

WebsiteEmailPhone CallSocial

• Website Content• Blog• Pre-screen Application• Content length: long

• What does the hiring process look like?

• How long will it take?• What is my next step?• How will GSIL support me?

WebsiteEmailPhone CallSocial

• Website Content• Blog• Care Attendant Hub• Content length: Medium

• What are the benefits?• What level of care is needed?• Do you provide training?• How far will I have to travel?

• Landing Pages• Headlines• Featured Messages• Content length: short

• What/Who is GSIL?• How long have you been in

business?• What do you do?




Awareness What do you do? Y The homepage lists out all of the programs and services offered by GSIL. Making a clear statement on the homepage with the mission, IL description and services offered may help quickly explain the organization and services offered.

Images/CaptionsDescription of servicesVideo interviewsBlog posts

Consideration What are the benefits?

N Benefits are discussed one-on-one. A better description of the reasons to become a care attendant should be included, similar to the current LeadPages campaign.

Images/CaptionsInterior copyVideo testimonial

Consideration What will the job entail?

Y Level of care, travel, training and support should be mentioned. Communicate the amount of control they have in the match. A clear call-to-action should be present for more detailed information.

Interior copyCall-to-Action

Decision What does the hiring process look like?

N Potential care attendants want to know what to expect, how long the process will take and what the next step will be. A video could help explain the process in a non-intimidating manner.

Interior copyVideo interviews

Decision How will GSIL support me?

N It should be made clear that GSIL provides ongoing support throughout their time as a care attendant.

Interior copy

Career FairsAdvertisingWord of MouthReferralSearchWebsite

Employment Services - Buyer Journey Map

TOUCH POINTS &

SCORECARD

WebsiteEmail


SUPPORTINGCONTENT

TYPES

• Website calls-to-action• Content length: short

CONTENT

• I messed up my benefits – can you help?

• I got this notice and I don’t understand it.

• …Now what? • How can I get support as my

benefits & employment change?

Customer Mission


Customer Experience

WebsiteEmail

• Website Content• Blogs • Content length: long

• How do I get started?• What will happen to my benefits?• How will my finances be affected as

my benefits change?• If I take private health insurance,

what’s going to happen?• Am I reporting right?• Do you cost anything?

WebsiteEvents

• Website Content• Blogs• Content length: Medium

• How will GSIL help me?• Can you help me get a job?• I want to go back to school. • I want more training.• Can you help me find a job?• What do you do to help?• What do I have to do?


• What/Who is GSIL?• What employment services

do you offer?• Why’d you call me?• Someone told me to call

you…• What parts of the state?




Awareness How can you help me?

Y Current landing pages funnel users based on their role (e.g. I need help finding a job, I’m an employer and need staffing assistance). Following this format makes it easy for users to identify how GSIL can help them. Many referrals bring in users who don’t necessarily know what they’re looking for. Services should be laid out with clear explanations.

Interior copy

Consideration I want… Y People want schooling, training, employment, etc. Descriptions should be clear on how GSIL can help.

Interior copy

Consideration What do I have to do?

N There should be a clear call-to-action for how to get started and what they can expect. Interior copyImages/CaptionsCall-to-action

Decision Effect employment has on benefits

Y Financial planning and disability benefits page describes how GSIL can help navigate the relationship of employment, finances and benefits. Private health insurance is not mentioned. Interior copy should feel warmer and instill a greater sense of security and stability.

Interior copyImages/CaptionsVideo interviews


Decision Do you cost anything?

N Eligibility, cost and payment options are not present. More information to help answer these questions should be provided. Call-to-action should also be clear that more information is free, as well as the information & referral service.

Interior copy

Sale I need help… N Consumers frequently request help to fix new problems, interpret notices and understand what forms the government needs from them and what they need from the government. It should be clear that GSIL provides support in these common areas.

Interior copyList of common problemsCall-to-action

Sale Future support N There is not much information regarding the level of ongoing support provided by GSIL. This should be included.

Interior copy

Sale Next step N Clear call-to-action featured to increase conversions and provide a next step for users Interior copyCall-to-action

Fundraising EventsNetworking EventsSocialWord of Mouth

Donor/Volunteer - Buyer Journey Map

TOUCH POINTS &

SCORECARD

WebsiteEventsSocialEmailInvitesMailings


SUPPORTINGCONTENT

TYPES

• Website calls-to-action• Donation Form • Thank You page• Appeal Letters• Donor Newsletter• Content length: short

CONTENT• Clear calls-to-action on the site• Easy-to-use donation form• Other ways to get involved

Customer Mission


Customer Experience

WebsiteEventsSocialEmailInvites

• Website Content• Blogs• Success Stories• Content length: long

• What donation levels are available?• What are my payment options?• Is my gift tax-deductible?• What other events do you have?

WebsiteEventsSocialEmailInvites

• Website Content• Blogs• Content length: Medium

• What does my money go towards?

• What mission does this event support?

• Do I have to be a basketball player for Hoops on Wheels?


• What/Who is GSIL?• Who do you help?• What services do you

provide?• How do your services work?• How can I get involved?




Awareness Who do you help and how?

Y The “Invest in Your NH Community Page” offers a variety of causes and opportunities to help “specific” people. The interior copy explains who and how GSIL can help.

Interior copyImages/CaptionsVideo interviews

Awareness Opportunities to get involved

Y The “Change a Life with Your Donation” drop-down nav lists out opportunities to get involved. Adding specific volunteer opportunities, for instance, may help encourage volunteers. A form should also be included as a sign-up to volunteer.

Interior copyImages/CaptionsHighlight volunteer opportunitiesVolunteer form

Consideration What mission does this donation/event support

N In regards to events, the mission should be highlighted to a greater extent. Interior copyImages/CaptionsVideo interviews


Decision Donation levels N The “Ways to Give” page lists the giving options, but does not identify any levels of giving. Breaking it down into various amounts may help encourage individual donors to increase their giving (e.g. $500 to sponsor an Earn & Learn student for a class session)

Interior copyChart of levels

Decision Payment options Y Donation page identifies various payment methods and options. Interior copyComparison charts

Decision Event information Y Separate landing page for each event. Make navigating between events and other involvement opportunities easy.

Interior copy

Sale How to sign up and/or donate

Y Use separate donation forms for individual events. Make “checking out” process easy and simple. Interior copyDonation formEvent pagesCall-to-action

Sale Other opportunities N Include other opportunities for support on thank you page and automated thank you email. Automated emailThank you page

Documents

GSIL Content Gap Analysis