New Website Copy | target new audience & increase inbound leads
Hayley Bell
In this project, I took a comprehensive audit of my client's existing website and updated or created copy to target the new industry they were entering.
The objective was to have the website reflect the industry they already serviced, while being meaningful and inviting to the new industry. This included having clear messaging, providing additional content and information on the website, and creating a smooth inbound experience to capture new leads.
And, not to spoil the ending, but the new website copy achieved over 150% of this client's MQL goal in the year after it was launched.
Client Current State:
My client is a small, high-growth B2B SaaS company in the custom apparel space. After capturing a large part of their existing market, they hoped to expand in a new industry. Their external communications and content needed to reflect this expansion, and it all started with their website.
Entering a new industry represented a unique challenge, as the website copy needed to be inclusive of their existing client base, while also engaging to their new audience.
New Website Copy
A company website is where potential buyers go to learn about the company and their offerings. Having an easily-navigable website with clear copy that answers buyers' questions is essential to gaining their trust and showing your company as the clear solution.
Key Deliverables:
WEBSITE CONTENT AUDIT: A deep-dive into the existing website pages, including comments and recommendations based on how content should be adjusted
MARKET RESEARCH: A deep-dive into the industry my client hoped to expand into, including competitor messaging, industry resources, and client feedback.
UPDATED CONTENT: Outlines of specific website copy updates, including new web pages and mapping, and images and graphics.
CLEAR COMMUNICATION: Presentation decks and information to share with leadership at a high-level what plans were being made and the reasoning behind them.
CHANGES IMPLEMENTED: Once approved, all changes were implemented, including lead capture forms, new webpages, new images/graphics, and updated website copy in HubSpot.
Results:
The updated company website spearheaded this client's entrance into the new industry. It clearly showed their solution to two different markets, and engaged with new potential buyers.
In the first year of the new website copy being launched, this client achieved over 150% of their MQL goal.
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Posted Mar 13, 2024
This client achieved OVER 150% of their MQL goal within the first year of this new website copy being launched, catapulting them into their new industry.
