Content User Distribution

A mental model of the distribution of content to user for a workers' compensation insurance company's marketing site.

At this 30k ft. view you can see that the public website is primarily used to encourage new and renewing customers and support existing ones.

Potential customers are directed mainly to introduction and lead generation content. Current customers are supported by help center and resources. Healthcare providers and employees are supported by common tasks (small circles on the right) like reporting an injury or finding a doctor.