How Facit built a website
aligned with prospects’ needs and
saw a 9.45% lift in free trial signups
Website rebrand and copy updates leading to better search performance, higher credibility and an increase in conversions
Facit was planning a rebranding and a website redesign and was looking for specialists to help create a modern, converting website aligned with SEO best practices.
At the time, the team had been attracting new customers through a combination of PLG and sales motions for its product portfolio, but it has become clear that their website had a lot of potential to both drive additional sales and attract more traffic.
As a part of the group working together on messaging, copy, web design and SEO, I helped Facit achieve a 9.45% lift in free trial signups for the PLG product plus improve their search ranking and brand authority by expanding their website and optimizing it for organic search.
With a new website launch, Facit was ready to drive traffic to their new website aligned with their brand and conversion goals. Keep reading to find out more about the project and the process.
“We were looking to revamp our company website so that it truly reflected our product's value for our customers/prospective customers and our vision as an innovative business.
Our existing website was not accurately representing us as a business and wasn’t delivering desired conversions.
We worked with Sam on developing a website that would fully and truly represent our product and business.”
Dr. Ayesha Aziz, Sr. Product Manager, Facit
Before: video redaction page
Before: video analytics product page
After: Video Redaction
After: Video Analytics
Aligning brand aspirations with prospects’ needs
Some of the challenges that the Facit team was hoping to solve with the rebrand and the new website were:
Outdated visual identity
High-level product pages that didn’t provide detailed product information
Low conversion rates for the PLG product
Lack of information for the sales-led product, resulting in longer sales cycles
Desired outcomes included:
A unified look and messaging for the brand while presenting presenting its portfolio of products
Website structure that would make it easy for prospective customers to quickly find the information they needed by industry, product and use case
Higher organic reach through SEO for content and regular web pages
Higher conversions for the PLG product and increased brand authority and credibility with SLG-product web pages
During the project I worked with the messaging, SEO and web design specialists to develop new website pages that would deliver higher conversions as well as higher search visibility:
Industry-specific pages
Use case pages
Partner pages
This website copy project included research and validation as well.
That helped us improve our hypotheses around messaging, uncover additional objections to address on the page, and helped improve the website flow to help prospects find the information they were looking for.
Connecting messaging, SEO and conversion copywriting
for copy that brings in new prospects
The new website included both product pages for the Facit product portfolio and use case and industry pages to attract more traffic with targeted search terms and highlight how Facit solutions can solve industry-specific challenges.
After completing internal reviews, we’ve also conducted user testing and messaging tests to make sure that we create a user experience that encourages website visitors to continue exploring and that the copy resonates with Facit prospects.
Project flow
Research & discovery
Team interviews
Customer interviews
Competitor research
Review mining
Writing
Messaging guide review and implementation
Delivery of copy low-fidelity wireframes
Copy review and feedback implementation
SEO implementation
Design implementation
Reviewing high-fidelity design wireframes for potential friction or flow issues
Working with the designer to resolve potential issues before validation
Validation through UX testing and message testing
Defining test hypotheses and questions
Setting up tests on Maze and Wynter using high-fidelity mockups
Analyzing the results and updating the copy pre-launch
Developing post-launch recommendations
User testing
Message testing
“During research and discovery, we were able to refine our thinking based on our customer's needs and aspirations, as well as our business vision.
The wireframing stage provided us with a very clear picture of our end result. We were given multiple opportunities to discuss the copy to provide feedback, just to ensure no important details weren't missed.”
Dr. Ayesha Aziz, Sr. Product Manager, Facit
6 months after the launch: higher visibility and more signups
6 months after the website launch, Facit saw an increase in impressions and clicks for organic search, including brand name, product names and high-intent search terms.
For the PLG-led product, we also saw a 9.45% lift in free trial signups, some of them coming directly through industry-specific pages.
“The most beneficial outcome for our project was how well Sam was able to capture our vision for the website, help us refine our thinking and produce the outcome which we had always envisioned but did not have the right resources and tools to materialise.
Sam guided us through the entire process right from the outset of the project with milestones and outcomes. We were informed of the next stages, very well in advance in order to keep the process going. No delays in meeting the deadlines.
The best part was that the entire process and the resulting copy made complete sense and resonated with our goals and ambitions as a business. It was like Sam has been a part of our team for a very long time!”
Dr. Ayesha Aziz, Sr. Product Manager, Facit
Reach out to upgrade your website copy
If you’re looking for a copywriter to help you align your website copy with prospects’ goals and improve conversions, reach out to set up your initial consultations. I work with B2B SaaS startups that have found their PMF and are scaling their reach to attract more of their best-fit customers.