Studio
A 12-year-old US-based field service management software company had been struggling with low traffic and conversions despite four years of consistent blogging. The company offers a comprehensive platform for scheduling, work order management, and invoicing for service-based businesses.
The brand had invested heavily in content marketing, especially blogging, but results were underwhelming. They needed a strategy revamp—one that would not only improve engagement but also align its content strategy with clear business objectives.
With a deep understanding of the challenges, we redefined the content strategy through a structured approach. This ensured complete alignment with business goals and positioned the brand for scalable growth.
A thorough competitor analysis was conducted by reviewing websites, content, and social media presence. We examined published blogs, targeted keywords, and audience engagement. Customer testimonials from platforms like G2 and Capterra provided key insights into market gaps and opportunities.
To refine messaging, we built detailed customer personas mapping buyer behaviors and challenges. This ensured strong alignment between audience needs and product features. By identifying key decision-makers in field services, we created content that directly addressed their pain points.
Extensive keyword research ensured content reached the right audience through a data-driven approach. Using SemRush, we identified untapped opportunities by targeting high-intent search terms. A structured pillar-cluster strategy helped build authority, covering broad topics and their subcategories.
To improve engagement, we collaborated with the design team to enhance UI/UX for seamless navigation. Mobile optimization, faster load times, and a simplified structure improved usability. The homepage was redesigned to highlight the brand’s value proposition with a single, clear CTA. Content was reorganized into structured topic clusters, making relevant information easily accessible.
Content was restructured to emphasize how product features addressed audience pain points. Instead of generic blogs, we focused on problem-solving content that demonstrated real-world use cases. This approach made the messaging more engaging, relevant, and conversion-focused.
Existing content with potential was optimized to maximize impact without starting from scratch. Messaging was refined, audience relevance was improved, and underperforming blogs were repurposed for better engagement.
Through a detailed audit, refined SEO strategies, and audience-aligned content, the brand is now better equipped to attract and engage the right audience. With a more user-friendly website and content that resonates with their target market, they've set themselves up for continued growth. By understanding their audience and optimizing their content, they are now able to turn traffic into tangible business results.