The challenge
The homepage described the product as an “all-in-one financial operations platform”, which three competitors also claimed. Sales calls kept starting with the same question: what does it actually do?
Content was published when someone had time, with no link to what buyers were searching for.
What we did
- Customer interviewsWe interviewed eight customers and four lost prospects to learn why people chose the product and what nearly stopped them.
- PositioningThe product was repositioned around one job, paying international contractors in their own currency, with a messaging framework the whole team signed off.
- Website rewriteWe rewrote the homepage and three product pages, and added a comparison page for the most common alternative.
- Content planA calendar of articles and LinkedIn posts built from the questions prospects asked on sales calls.
Who does what
Handled by automation
- Topic research from search data and sales call notes
- Drafting outlines and first drafts for review
- Publishing and sharing schedule
Owned by our team
- Customer interviews and positioning
- Final writing and editing of every piece
- Sign-off with the founders before anything is published
Results
| Measure | Before | After |
|---|---|---|
| Website demo request rate | 0.9% | 1.6% |
| Demo requests per month | 41 | 73 |
| LinkedIn engagement rate | 1.8% | 4.1% |
| Organic sessions to blog | 1,900 / month | 5,300 / month |
Demo requests compared over the three months before and after the new website launched.
Tools
- Webflow
- HubSpot
- GA4
This is a sample case study, shown while our client studies are approved for publication.