A new corporate brand and website were launched focused on capturing varied target audiences via lead generation capabilities. After an 8-month process, a new identity was presented to our prospects with little to no disruption to business, while maintaining website ranking and traffic.
Situation
ID Experts’ corporate website was originally built to showcase their premier SaaS software, RADAR — but the product split off and became its own company. The remaining site did not reflect the needs of ID Experts' sales team.
The corporate brand had also evolved to reflect the now-unaffiliated software, losing sight of the brand’s roots in data breach services and identity protection. With a new identity protection software now the key offering, ID Experts needed to position their offering as the best solution for data breach response and a proactive defense to an ever-growing threat.
The site ultimately had to speak to a number of different personae, while continuing to serve as a lead generation tool without losing website traffic and ranking. The positioning of ID Experts and its flagship product (MyIDCare) also fought a brand disparity. Once the project began, we added on a new brand launch for both the business and the new flagship product.
The Process
Launching a new website is no small feat. I organized a team of internal stakeholders, a web development agency, contract writers and SEO/SEM experts to begin the project. As Project Manager, I was involved in every step of the process, including: content creation and top level massaging, content editing, brand development, executive sign off coordination, and budget and timeline management for all of the contractors and agencies.
Discovery/ Personae development – ID Experts’ target audience had evolved and expanded from privacy, compliance and risk management professionals to privacy attorneys, cyber insurance brokers and carriers, and employee benefits and affinity group providers. A new set of persona portfolios was developed to better understand the best way to communicate to these new audiences.
Tactical Execution: Wireframes – The U/X for these newly defined personae had to be revised in a way that would best speak to each group. The structure had to be clean, engaging and actionable.
Creative Direction – Creative for the site had to reflect our new brand. The use of photography, iconography and font choices was updated from the previous iteration that had an abstract, tech-forward feel. That style and brand can still be seen on the RADAR website.
Content – Knowing the audiences and creating the perfect messaging was a key task to guiding audiences to conversion. I ensured that all content reflected our new business strategies and positioned ID Experts for not only B2B audiences, but also B2B2C.
SEO and Metadata – I re-addressed our keywords and keyphrases and, working with an SEO/SEM contractor, updated a few silos of terms to ensure optimization. Portions of the site that had a long history in rankings were unaltered, such as the blog. However, all metadata was exported from the old site to the new one.
The Results
After eight months of hard work and a strenuous QA process, we launched!
The new site maintained site traffic, at an average of nearly 9,000 unique visitors per month. In its first year, the new website generated more than 3,800 new leads, converting on a multitude of gated assets relative to the different fields of interest in identity protection and data breach.
There is a more direct path to conversion due to a focused and targeted user experience. The site speaks to each target and serves up customized blog content, collateral and assets for that individual.
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