As the saying goes, change is the only constant in business. Companies are constantly adding new solutions to their portfolios. Strategically expanding to reach new audiences and geographies. Merging with and acquiring companies to forge new frontiers. 

Any one of these pivotal scenarios presents a need to refresh a website. It’s your digital welcome mat, your first and most powerful handshake, and you want to be sure it’s not just up to date, but a compelling testament to your brand's prowess. If it doesn’t vividly and authentically represent what you do, for whom, how you do it, where you do it, and why you’re the best at doing it, you’re inadvertently turning away business.

CENTEGIX, the leading wearable safety technology company, innovates safety solutions to empower and protect people (every day). In a short time frame, the company made bold moves to dramatically supercharge its growth and penetrate new markets. They developed new technology solutions, acquired a company, expanded into new industries, and updated brand messaging to reflect their new market positioning. 

Ripe for a bold refresh

With these fast-paced brand evolutions, their website was ripe for a content refresh. Their team needed a strategic content partner who could guide them vision and precision from point A, figuring out how to optimize their website with their updated brand and solution story, to point Z, a refreshed website complete with an updated site architectured for impact and meticulously optimized for breakthrough results.

My strategic approach to a website content refresh transcends mere updates; it begins with establishing ambitious goals for the site at large. Then, I delve deep to uncover your audiences’ most pressing needs and how your solutions masterfully solve them, design the overarching customer journey to be both intuitive and compelling, and conduct an in-depth SEO analysis before writing one word of copy. This foundational work ensures every word is purposeful, powerful, and poised to perform.

For CENTEGIX, their desired outcomes fell into four mission-critical categories:

1. Integrate new solution messaging seamlessly and powerfully into the website

2. Optimize the customer journey to deliver a superior web user experience

3. Use compelling, authentic storytelling best practices to engage readers and drive high quality leads

4. Accelerate and solidify progress on SEO 

A big task–one that I welcomed. I broke it down into two stages. 

Stage 1: Create the New Strategic Architecture–The Blueprint for impact

• Site structure: I developed a new navigation menu and submenu to make the site easier to navigate and support the new solutions and industries that needed to be integrated into the website.

• Data-informed optimizations: Looking at existing web data, I was able to draw critical insights about designing the on-page experience and internal linking strategy for a successful and engaging customer journey.

• Competitive positioning: Competitive research unveiled how to compete head-to-head on SEO and how to sharpen and elevate brand value, messaging, and solutions for stronger message fit with the audience at both a navigation and page level. This was about carving out a distinct, category-leading voice.

Stage 2: Audience-Led Storytelling–Crafting Connection and Compelling Action

Next, I tackled refreshing the web content by marrying audience needs with CENTEGIX’s compelling solution benefits, features, competitive advantages, and researched-backed SEO keywords.

I used the AIDA copywriting formula to keep readers riveted, using strong headlines to instantly get their attention, empathy to forge genuine emotional connections, and helpful information to advance their learning and rational decision-making.

I strategically integrated client testimonials, logos, case studies, and validating metrics to demonstrate the power of CENTEGIX’s solutions and the credibility and reputation of the brand. I added transitional and direct calls-to-actions at precisely the right points in the customer journey to make it easy for users to advance to the next step. 

This strategic approach garnered the results that CENTEGIX set out to achieve. 

It’s driving more acquisition traffic through organic search: 

• Organic search traffic skyrocketed by an impressive 63% 

• Search traffic from non-branded keywords surged by 63% 

• Total search impressions grew by a staggering129%

• Total clicks from search increased by 72%

And it’s doing a better job of educating the audience, piquing their interest, and getting them to take decisive action: 

• Page views are up 83% and views per user rose 62%

• Avg. engagement time increased 26%

• Request demo conversion rates per session catapulted by 79%, transforming interest into tangible business growth

CENTEGIX didn’t become a technology leader in rapid incident response by coincidence. Its dedication to solving the safety challenges of its customers has informed its strategy and guided its approach. Now, their website boldly amplifies and exemplifies the full extent of that impact, demonstrating their category leadership.