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Noonlight, website content strategy and copywriting

Generating 8x more MQLs through web copy and site redesign

The new brand design and website copywriting, focused on a B2B audience.

Challenge: Creating a new website within a tight turnaround time

“I’m quite confused.” This was a common experience with the current website design we gathered from user testing sessions I ran. “[The current website] doesn’t tell me what the product you’re selling is, or the service that’s offered.”

 

Having successfully offered a personal safety app for many years, Noonlight realized the opportunity to service the B2B market by partnering with security hardware companies. The main challenge was that the website didn’t contain helpful content to serve the B2B market.

 

I was hired to take this initiative from 0-1 in just a few months.

Project

Plan and launch new website design and content for a company pivot from B2C to B2B.

Scope

  • Messaging strategy

  • Updated brand design

  • Copywriting for multiple webpages

Phase 1: User research & partner interviews

I spent the first month running surveys, user testing sessions, and conducting interviews with industry partners via Zoom.

 

We learned a whole lot from potential customers who ran their own security businesses, and industry partners who’ve been part of the professional monitoring industry for decades.

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One of the biggest revelations: pricing wasn’t the top selling point. Prospects wanted reliability and ease-of-use, which legacy solutions had a ton of issues with.

Synthesis of user testing session for user research

Phase 2: Content strategy & development

Based on what we learned during discovery, I worked with my designer to create a plan for the new website, including wireframes, page titles, and a content development plan that could be realistically achieved in a short turnaround time.

Deliverables:

  • New web design wireframes and page titles

  • Content development plan

  • Omnichannel campaign deliverables and sales collateral

Phase 3: Content development & revisions

With the teams aligned on the strategy, I worked heads down creating content in batches: a new homepage, then product pages, omnichannel campaign deliverables, and sales collateral.

 

We made a ton of revisions to existing content, uncovering accessibility and usability issues, and content gaps along the way.

Product content and copywrting for the new Noonlight homepage focusing on product features.

Results

By six months into the project, the new arm of the business was generating an 8x YoY increase in MQLs.

 

The company was acquired by a larger security company soon thereafter.

Does your web content need work?

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