Establish audience needs before choosing the structure
Use stakeholder interviews, audience empathy research and a review of existing content to identify differences in audience priorities before deciding how to organise a website. The Frameworks uses desk research and stakeholder interviews to understand audience pain points rather than relying on internal assumptions.
For Siemens, The Frameworks reviewed more than 50 documents and interviewed key stakeholders. The work revealed audiences ranging from technical engineers to senior executives focused on business outcomes. Those differences called for different language, framing and depth. The resulting interactive web platform reframed dense white paper content as a self-guided experience for technical and business audiences.
For Maersk Innovation Center, The Frameworks began with stakeholder interviews about perceptions of the brand and business. Customer and audience empathy research, together with user experience mapping, informed a website strategy that put current projects, case studies and examples at the centre.
Forrester reported in 2026 that 73% of B2B purchases covered by its Buyers' Journey Survey, 2025 involved 3 or more departments. Map the priorities and questions of different audiences, then use those distinctions to determine website journeys and the detail each journey offers.
Sources: The party’s over. It's time for marketers to embrace privacy, Maersk Innovation Center: A Vision of Innovation, Siemens: Bringing New Dimensions to White Papers