[Case Study] What You Can Learn from 5 Profitable Websites

In this second article of our 3-part series on revamping website content, we’re sharing brief case studies on 5 profitable websites we’ve created this year.

To recap our previous installment, you may need to update your website messaging and design if you experience any of the following 3 situations:

1. Your audience’s needs have evolved—whether the needed solutions have changed in tandem with technology, economic happenings, or social changes.

2. Your website message is out of date. If you make references to old solutions that are no longer relevant, the message won’t resonate. Or the site design might appear old and stagnant.

3. Your site traffic is unmotivated. To engage hot prospects, create successful lead magnets, updated blogs, and ongoing webinar series.

[Need more info on how to implement the specific strategies we touched on above? Read this article that reveals whether or not a website update is in your future.]

If you’ve made the decision to revamp your website in the coming year, don’t go in blind!

Check out the strategies used in the following websites.

CloudFuel

In writing for software and logistics industries, the audience needs to receive information in an easy-to-digest format. With logistics and software, it’s easy to get bogged down in the process or details.

Logistics industry leaders look for content that answers an important question…

“How will this help streamline operations?” While nearly every industry wants to know “What’s in it for me?” the logistics audience requires concrete specifics.

To meet this goal, we crafted copy that cuts straight to the frustration.

See below for a snippet of website content that grinds the pain and offers a counter-balancing solution.

“Because of slow manual processes, or expensive, outdated systems, companies struggle with complex logistics and delivery efficiency. The hours spent managing orders, driver status, transaction captures, and slow billing cycles equate to lost profits. Until now, proprietary hardware systems were the only offering on the market. That’s no longer the case.”

In revamping your website, consider what will resonate with your audience most. Think about their struggles and desires, and how your message will convey that your business has answers.

See below for a brief example of how the CloudFuel website accomplished this feat. 

Visit the website here.

Main Street Alternative Asset Planners  

The Main Street Alternative Asset Planners’ audience is searching for answers to complicated questions, so the website message is all about education.

Those questions revolve around finances, and our copywriters ensured that the message offered no-nonsense advice and solutions.

To provide the audience with consistent and updated information, we created a weekly blog that covered an important aspect of investment.

Some of the ongoing topics include…

• Outsourcing rental property management.
• Retirement strategies.
• Protecting 401(k) money.
• Using IRAs to fund small business ventures.

All of these topics make a complex issue clearer. As you develop your website revamp strategy, think about giving your audience clarity as well.

As a second example of a message that de-complicates an issue, see the image below. 

Michael LoBiondo Photography

For artisan business websites, the user experience is paramount.

When you read the content our team created, you’ll see how Michael LoBiondo helps his clients express their vision.

With a wide range of photography options available, the copy needed to provide adequate information that highlighted the benefits of each. And do so in as little space as possible.

For example, see the difference between the business and lifestyle photography options:

As you revamp your website, consider how you’d like to showcase your work.

Whether it’s a happy clients/testimonials page or a portfolio of your work, it’s important to give prospects a taste of your services.

Visit the website here.

The Clearance Lab

The Clearance Lab’s website is an example of content that addresses a very specific audience.

To provide educational content that shows production houses and filmmakers how to protect themselves from copyright and trademark infringement, we produced educational content.

Our goal was to help website traffic navigate the trickiness of the legal world.

To pull this off, we took a direct approach and revealed the benefits of each legal service. For example:

For your own website, consider whether or not you’ll need to establish a schedule to update content. This helps with SEO and audience engagement. 

Visit the website here. 

ProPack  

In the past few years, our copywriting team has worked with more and more leaders in the 3PL industry—chief among these is ProPack.

For this website, we worked with the design team to create a message that showcased how ProPack provided impactful solutions for their clientele.

One of these measures included the creation of a simple but powerful message that explained major benefits at a glance.

As we work for clients in the logistics industry, it’s our job to take complicated processes and explain them fully with short and impactful phrasing.

See below for an example of turning complex information into readable benefits.

Visit the website here. 

Be on the lookout for our final installment, which details how to get creative before, during, and after you launch a new website.

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