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Online content analysis and competitive benchmarking

Web copywriting - in-house training workshops

Helping create the ‘online brand of the year’

The client
Total Telecom is a provider of news and analysis to the global communications industry. Its website (totaltele.com) provides breaking news, archives and research reports to more than 100,000 monthly unique users worldwide.

The challenge
Total Telecom’s revenues rely on advertising, renewed user subscriptions and the sale of its information services. However, in a tough and increasingly crowded market the company was encountering increased online competition from websites with more attractive advertising placements and better navigation.

Rob Chambers, Publisher at Total Telecom, had a key role in bringing the website up-to-date: “The site was ready for an overhaul. Functionality was dated, accessibility was poor and we weren’t capitalising on revenue generating opportunities.”

totaltele.com previous homepage
Total Telecom's previous homepage

Total Telecom recognised it needed to grow its audience and improve market perception of its services if it were to remain the provider of choice in its sector, as Rob explains. “We had to develop our service offering and increase our breadth of news and analysis. Giving people easy access to our core news service is key to our profitability, as it draws in the customers for our services and grows our ad revenues.”

Total Telecom decided a fundamental rebuild of its website was necessary, with a strong focus on improving accessibility, navigation and lead generation.

What CDA did
Total Telecom chose CDA as a partner for the website rebuild based on a previous successful engagement by Terrapinn, its parent company. Rob comments,“We needed a partner who understood best practice in content management and knew how to build engaging websites. CDA helped ensure all our stakeholders had a clear sense of what was required, what the finished version would look like and the levels of accessibility and functionality that would be delivered.”

CDA was well placed to help Total Telecom address its online content challenges through its:

  • Substantial experience of content management, both from an editorial and publishing perspective
  • Sound understanding of how people use and interact with online media
  • Ability to bring disparate groups together around a shared strategy.
CDA Report Card

“CDA’s professionalism and highly personable, creative and flexible approach has made a real difference to the effectiveness and commercial success of the Total Telecom website.”

  • User visits UP 95%
  • Advertising revenues UP 10%
  • Website named PPA/AOP Online Brand of the Year

After speaking to sales agents, readers and advertisers to understand their requirements, CDA ran a day’s workshop with all key editorial, advertising and technical stakeholders.
CDA’s involvement gave Total Telecom:

  • A carefully defined, collaborative vocabulary for discussing the website that would be understood by all stakeholders
  • A shared understanding of the current problems and ways forward
  • A shared understanding of what was and wasn’t achievable
  • Defined and agreed next steps for website development

Following the workshop, CDA provided ongoing consultancy, helping ensure continuing stakeholder interaction and cooperation as the website was developed and implemented.

totaltele.com new homepage
Total Telecom's new homepage

The benefits
Since the re-launch Total Telecom has won substantial industry recognition for its website. Advertising revenues and user traffic have also increased significantly and the new website has a robust platform for a range of new services, such as its complimentary TV service, Total TeleVision.

The site’s improved functionality has made it something of a pioneer, becoming the first B2B website in its sector to audit online traffic. Unique user visits per month have rocketed by 95.7% and page impressions by 42.9%. This has already helped grow the company’s advertising revenues in the order of 10% year on year (2009 to 2010).

Plaudits from industry peers include being named Online Brand of the Year at the Periodical Publishers Association Independent Publishers Awards 2009 and, more recently, being shortlisted as Digital Service of the Year for the Data Publisher’s Association Awards 2010.

Rob comments, “We would have struggled to deliver the site and it would have taken much longer without CDA’s help. Their professionalism and highly personable, creative and flexible approach has made a real difference to the effectiveness and commercial success of the Total Telecom website.”

Visit Total Telecom

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