Repositioning and marketing an online staffing platformNextCrew Corporation
For an online staffing platform, the technology and efficiencies created for clients far exceeded how they communicated to their target market. Without brand style guidelines, consistency across their web properties was nonexistent, and organic position on search engines was a pain point.
For technology companies offering a SaaS solution to specific verticals, organic position is critical to gain market share. Beyond that, the brand must communicate its benefits and portray a polished, consistent identity across all touch points if you want to instill credible and increase qualified leads. Kelly’s work addressed three critical challenges for NextCrew:
• Conveying robust technical features and integrations to non-techies:
Content is arguably the most important component of an effective B2B website. Repurposing existing copy from the previous site—which was rife with industry jargon and feature-centric copy— or writing copy in-house, didn’t make sense.
• Creative direction gap in project management:
As developers of remarkable online staffing software, the NextCrew team was well versed in technical project management. Even in utilizing a freelance designer to produce the new visual design and provide Photoshop files, many details could have slipped through the cracks. Who would ensure that every photograph aligned with the tone of the brand? Had brand style guidelines been established?
• Lack of project management system:
When a project management system is not used, the role of project manager must be given to a veteran rangler. Without an organized, communicative project manager, any project can veer off course. What’s needed most for success are established processes, flexible scope, constant feedback and a formal timeline.
By engaging her go-to copywriting team, which understands the importance of pain points and benefits over features, the site speaks to the hearts and minds of prospects. Kelly combined best practices in SEO and conversion optimization in conjunction with the copywriters. She also provided crucial creative direction— communicating between designers on the East Coast and abroad—taking on the wireframes, sitemap, custom icon illustration and some web design work herself. Managing the project timeline through completion, she currently works with NextCrew on strategic digital marketing.
In less than one week, NextCrew’s site climbed to Page 1 of Google for more than a dozen targeted search terms. Leads for live demos are flowing in at a rate four times higher than from the previous site, and the quality of those leads is of a much higher caliber. NextCrew is well-positioned to increase its market share and revenue. Visit nextcrew.com.