Background

The owners of the URL gettingdivorced.co.uk required guidance on what the site could offer and to which audiences it should be aimed at. They had owned the URL for a number of years but wanted a firm understanding of its true value and potential.

Brief

The url owners preferred concept from the outset was to create a site that would provide information for people getting divorced and become a trusted resource and authority on the most up to date information on the divorce process. Madano were asked to assess and identify whether there would be a market for such a service.

Clear Thinking

Madano carried out a feasibility study and developed a business plan for the concept and design of ‘gettingdivorced.co.uk’. Extensive desk research was undertaken into the current online divorce market, including audience segmentation and business model options. Focus groups were then used to test a variety of proposed website concepts and brand identities before a strategy was formulated.

Outcome

• Researched online market and business models options
• Delivered focus group testing
• Developed and delivered brand identity and website designs
• Delivered the rational and business case for building one of the UK’s leading information sites on divorce