OLD WEBSITE & CONTENT STRATEGY
ABOUT BROADLY:
Broadly is a software company that helps small businesses grow their online reputation and improve customer experience.
PROJECT SCOPE:
Broadly needed a content strategy and site redesign to deliver high-quality leads and valuable content that would nurture prospects through the sales cycle.
MY ROLE:
I led a comprehensive site redesign, developing content standards and a style guide. I defined the voice and tone, crafting a persuasive storyline that highlighted customer challenges and positioned our software as the solution.
My Deliverables: KEY COLLABORATORS:
Director of Sales
VP Growth
UX Designer
Engineers
Content Audit
Competitive Analysis
Personas
Redesign Wireframes
Content Standards
Style Guide
Voice & Tone Documentation
NEW WEBSITE & CONTENT STRATEGY
Conducted a content audit and competitive analysis to identify gaps, ensuring a more effective and targeted strategy.
Created personas to develop targeted messaging, terminology, and product naming that resonated with the specific needs and preferences of our target audience — small business owners.
Established content standards, a style guide, and voice and tone documentation that were simple, straightforward, and conversational, avoiding assumptions of technical expertise.
Crafted a compelling narrative by highlighting customers' pain points and positioning our software as the solution through thoughtful structure, flow, organization, and navigation.
Optimized content and user experience, improving lead quality and relevance, WHILE boosting lead nurturing efficiency by 25%.
Enhanced user engagement with a more intuitive design and compelling content, increasing prospect interest by 30%.
Streamlined the sales process by equipping the team with targeted content and insights, reducing the lead-to-customer conversion time by 20%.
