With a new brand name and an upgraded product, CompeteIQ needed a refined position and a communications strategy to match; to get the word out and to start generating quality leads.
Develop authority for a software company
Deliver a solution optimised for search and conversion
Unify the brand messaging and update all existing content accordingly
I worked with the head of marketing to, first of all, ensure that the migration of the old website and was a success. This involved an audit of each page and piece of content to determine what to keep, update, or remove. I worked with the development team to ensure all redirects were in place, and that as little SEO juice was lost during the migration.
Kim has done a simply outstanding job sharpening our positioning and focusing our message on key segments.
- Alan McNab, Co-founder and CEO of CompeteIQ
The next step was to update the bank of content that the experts on the team had already written. This involved repurposing, reframing and repositioning the content to match the updated brand message.
Once the technical bits and pieces were taken care of, and the content was updated and performing, we were in a position to learn from user behaviour and update the experience. Based on the data we gleaned from current customers and competitor/industry research, I mapped an updated user journey and created wireframes to illustrate it.
The old website:
Wireframing:
The new website:
We then needed to ensure that everything was in place for the updated website to be fully optimised for search. I created an SEO strategy which will not only optimise the site today but lay out a plan for future optimised content creation, partnerships and backlinks.
Kim's user-centred approach established a connection that resonates with our customers and their journey. She's converted this into engaging content on our website, blogs, social channels and white papers, all aligned with our SEO/SEM strategy.
Once all parties agreed upon the updated experience, I rewrote all of the website copy in line with it and worked with the developer to build out and launch the new design.
The result is a fit-for-purpose website and a user journey that marries the user goals with the business conversion goals.
Since the relaunch of the website with improved UX and updated copy, there have been month-on-month improvements: a decrease in bounce rates, an increase of the average time spent per page, and an increase in page views.
Kim's plan of action is growing our organic, earned, and paid search results. She is a major contributor to our success and a pleasure to work with.
- Alan Mc Nab, Former CMO of CompeteIQ
