Content Strategy and Site Redesign, Broadly.com
ABOUT BROADLY:
Broadly is a software company that helps small businesses grow their online reputation and improve customer experience. It provides a suite of products including: online reputation management tools, AI-powered web chat, streamlined text and email communication, and flexible mobile payment options.
OLD WEBSITE & CONTENT STRATEGY
PROJECT OVERVIEW:
Broadly had previously relied solely on cold calls for sales, which proved unsustainable. I was tasked with developing a content strategy to attract and qualify leads, shifting the focus from prospecting to converting. My solutions aimed to provide the sales team with high-quality leads and valuable content to nurture prospects through the sales cycle until they were ready to make a purchase.
MY ROLE:
I led a comprehensive site redesign, which included developing content standards and a style guide. I was responsible for defining the voice and tone of the content, and I developed a persuasive storyline that emphasized the challenges faced by customers and showcased our software as the effective answer to those issues.
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
MY PROCESS & SOLUTIONS:
Executed a content audit and competitive analysis to identify gaps in current content and positioning, ensuring a more effective and targeted strategy.
Created personas to ensure the development of 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 presenting our software as the solution through thoughtful structure, flow, organization, and navigation.
My Impact:
Improved lead quality and relevance by optimizing content and user experience, resulting in a more effective lead nurturing process.
Boosted user engagement and interaction with the website through a more intuitive design and compelling content, leading to higher levels of prospect interest.
Facilitated a more efficient sales process by providing the sale team with targeted content and insights, contributing to a smoother transition from lead to customer.
