Hanley Wood says it is retooling its Journal of Light Construction property to be more aligned with the real-time, practical needs of its target audience and advertisers.

The first phase of the Washington, D.C.-based media, marketing and events company’s initiative will entail a redesign the JLC website to be more robust and navigable. In the second phase, Hanley Wood will launch a JLC “Construction Central, Tools for Training and Building Knowledge” hub that will be embodied in a completely new construction reference guide to be called the JLC Digital Field Guide.

Both efforts, the company says, are geared to enhancing the usability of construction training and education resources that JLC specializes in delivering to its residential, commercial design and construction industry customer base.

In a statement, JLC editor Clayton DeKorne referenced the pressing need to deliver content “in ways that will make it easier for all building professionals to deploy accurate technical information for training the workforce and developing more efficient means of production.”

The new field guide is described as a digital compilation of online educational courses, interactive live clinics and training programs detailing the latest techniques, installations and alternative methods of production utilized in the construction industry. That real-time, up-to-date information on products and technologies is billed as a one-stop shop for gaining knowledge needed to attain certifications and licenses and field a skilled workforce.

The JLC website redesign keys on supplying more and better organized information that professionals look to JLC to provide. Hanley Wood cites a new content-indexing scheme; provision of more updates on trending topics; improved site search and keyword navigation; more digital friendly detailed drawings, video and photos; and more mobile device-optimized content as important features.

In addition to helping the JLC subscriber base get more from the website, the site redesign also has features that Hanley Wood says should help marketers and advertisers better target their messages. Among them are mobile-optimized ad units; video gallery integration for greater exposure opportunities; and a re-engineered advertiser interface utilizing keyword-driven navigation.


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