B2C CONTENT STRATEGY PROJECT FOR BROADLY

 

BROADLY.COM REBRAND AND SITE REDESIGN

 
BEFORE

BEFORE

Challenges

Business Need: Broadly is a software company that helps small businesses grow their online reputation and improve customer experience. In 2020, the company specialized to focus on three industries: auto, home and pet services. That required a rebrand and site redesign to help the sales and business development teams with the following:

  • Generate qualified leads

  • Close deals faster

  • Increase brand awareness and establish Broadly as a thought leader

User Need: Because Broadly’s suite of products is complex, the site needed to be easy to navigate, as well as efficiently and effectively explain whether the software would have a significant impact on potential customers’ businesses.

AFTER

AFTER

Strategy & SOLUTIONS

  • Designed navigation that elevated the three specific industries served and the software Broadly integrates with to drive more qualified leads.

  • Analyzed and optimized the website conversion funnel by adding more educational content to help pre-qualify prospects.

  • Created “How It Works” landing page and individual pages for each feature to help sales more effectively and efficiently explain how Broadly’s products can benefit customers’ businesses.

  • Built content style guide to ensure Broadly’s messaging and voice remained consistent across departments and throughout all forms of content.

  • Incorporated video testimonials and case studies from happy customers to bring the product to life.