B2C CONTENT STRATEGY PROJECT FOR BROADLY
BROADLY.COM REBRAND AND SITE REDESIGN
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.
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.