With the new domain in hand, we skipped right to choosing the company’s unique selling propositions. As with most smaller businesses, no one really ever thinks about these or even really knows what they are and are not.
They ended up going with USPs that normally we like to stay away from. For example, being trustworthy is something that everyone can claim to be and no one can really measure it. But since they were not interested in new business, the USPs were not a major focus.
One interesting thing we did to create some movement and uniqueness was to integrate Canada Revenue’s Twitter feed on the home page.
The other thing we did was fix all the broken links, which were mostly external to Canada Revenue.