Nexus is a policy-making agency within the Ministry of Defence (Mindef) which sets the strategic direction for Singapore's national education initiatives.
By 2009, Nexus realized they lacked a corporate online strategy. They had built strong brands such as Total Defence and N.E.mation! but were missing an overarching strategy to shape these online platforms into sustainable strategic assets.
Nexus decided to revamp their website with 2 key objectives.
1. Improve overall web usability
2. Develop a search engine friendly website that is frequently indexed by search engines
Nexus also needed to ensure that its corporate website met the stringent security requirements of Mindef as well as adhering to the government website guidelines such as WIS 2.0.
On the SEO front, Conversion Hub conducted an in-depth on-page and off-page analysis, uncovering high-value keywords and competitors' rankings for comparison.
On-page optimization followed, which Conversion Hub initiated a Search Engine Optimization, targeting highly competitive keywords such as 'National Education', 'NE Singapore', 'NE practitioners', 'NE resource hub' and 'NE Singapore Coordination'.
The revamped Nexus Corporate website was designed using neuro-visual mapping techniques which allowed visitors to easily form mental site maps of the content at a single glance.
Information was organized visually and contextually with the most frequently used task being centrally located. Important areas like the announcement banner were optimized at 85th percentile eye level.
Conversion Hub's Search Engine Optimization initiative also greatly increased the visibility of www.nexus.gov.sg through organic search results listings on Google and Yahoo. www.nexus.gov.sg achieved Top 3 position ranking for highly competitive and important keywords including 'National Education' which had over 652 million search results and keywords such as 'NE Singapore', 'NE practitioners ', 'NE resource hub' and 'NE Singapore Coordination'.
- To improve corporate information and website usability in a complex computing environment
- To meet stringent security requirements of Mindef as well as adhere to government website guide lines such as WIS 2.0.
- To improve search engine visibility of the corporate website for important keywords such as National Education
- Fast, intuitive user access to corporate news and information and business applications through improved web usability
- Improve search engine visibility
- Direct integration with CQ CMS
