Codeproof //// increasing web sign ups

Problem

Codeproof is a small, B2B company in the area of unified endpoint management (UEM) — a class of software tools that provide a single security and management interface for mobile, PC, and other devices. While growing, it faced the following problems:

• Codeproof had not updated its website design or content since 2015.

• The visits to its website and social media platforms were consistently falling.

• Web sign-ups to the Codeproof platform were nearly zero.

• There were several gaps in customer experience on the website.

Tasks

Establishing baseline metrics

Because of the small size of the company, I didn’t have any hard data on users and customers. So I had to rely on a combination of sales information, industry best practices, and analytics data to come up with sensible metrics. I found out a few facts about our customers:

• They run small-to-medium businesses.

• They’re in many industries, with a special emphasis on education, healthcare, and logistics.

• They tend to not be familiar with complex technology.

I also gathered key metrics from Google Analytics:

redesigning the website and information architecture

While the initial plan was to redesign the entire website from the ground up as part of the content strategy, we decided it would be much cheaper to get a template. However, once the template was chosen, it wasn’t completely adequate to fulfill our needs. A few problems needed to be solved.

• The information architecture needed to be redesigned

• There were no generic pages for product content, only blog entries

• Sales, Support, and Case Study pages had to be created

• The sign-up flow was inadequate
  

Populate website with content

The website had many content gaps:

• Content for new products

• Updating old pages

• Case studies for new and prospective customers and sales representatives

• Updated FAQ page

The website was also not optimized for SEO and had a few gaps including:

• No JSON schemas

• Poor keyword research

• Unoptimized title, meta descriptions, and URLs

The website content needed to have a few features across the board:

• Easy to understand for customers who are not that tech-savvy

• SEO optimized to make Codeproof more visible to Google

• Be a crucial part of the “funnel” that leads customers to sign up

Process

Wireframes of Support and Case Study pages

<generate wireframes of case study page and education>

Content

Covering the entire revision of content is too elaborate a task, so I will focus on content and design on two pages: the dedicated healthcare page and the case study page.

As mentioned before, Healthcare is one of the most important industries for Codeproof. As a result, I set out to make a dedicated healthcare page to attract customers to our website.

The first step consisted of a competitive analysis of healthcare pages of our competitors, chiefly Hexnode and ScaleFusion.

I decided to follow this structure as a rough guideline. However, the specific structures we chose were customized to Codeproof, which is a much smaller company.

1. Hero image - Similar to competitors

2. Intro para - Unlike our competitors because ideally SEO’d words should appear near the top

3. Accolades and Customers - As a smaller company, Codeproof prominently displaying its accolades is important.

4. Feature breakdown - The aim is to show what the company offers beyond just the product, which includes customer service, patents, etc.

5. Testimonial - Referrals from customers are the most effective way to get other customers.

6. Call to Action - In addition to the “Buy Now” and “Free Trial” buttons at the top, I added a CTA below the testimonial.

7. Case study -Codeproof has very thorough case studies into which I put in a lot of work. I included two relevant case studies as clickable buttons.

Content Structure

In V1 of the page, I uploaded a meta description which did not show up on Google as shown.

Secondly, as it functions as an SEO page for landing healthcare customers, we wanted to show reviews of the product, which would only show by uploading a page schema.

Finally, the intro section is the most important text block because it must contain all the most important keywords. Version 1 of the intro was structured as follows:

• Industry overview

• Customer overview

• Product overview

However, this proved insufficient for our needs as the keywords were coming lower down and not being picked up by Google in terms of page rank.

Further, the language started with an industry and customer overview, but it did not give the customers what they needed upfront.

Finally, we wanted to show product reviews on our product, which wasn’t showing.

Moreover, Google only takes the meta description as suggestive. As shown in the SERP snippet, it can take any piece of text from the page or combine multiple pieces of text in awkward ways to give users what it thinks are the best sentence snippets to inform them.

To remedy that, I went back to the drawing board and made the following changes:

• Rewrote title

• Rewrote the meta description

• Rewrote the Intro section to follow a different structure. It is now structured as follows:

  • Simplified product overview (with fewer technical terms and more popular keywords on the right side of the long tail

  • Detailed product overview with more technical keywords

  • Industry description to contextualize the content above

• Uploaded new schema

Results

Changes in our website SEO led a big change in our website metrics.

My work also consisted of a number of other important pages that led to growth including:

• Rewriting the most content heavy page on the website, the product page

• Creating fresh content (case studies) and developer handoff in a content grid

• Deploying content across different social media platforms

• Tracking metrics versus the Google Analytics baselines established above.