A StoryBrand Home Page Success Story: Coordinated Business Systems

There’s nothing we love more here at WFM than a good client success story. Seriously — it’s better than that first morning cup of coffee. (And we love coffee over here, so that’s saying something.)

Whether it’s a big win or a small one, we can’t help but do a little dance 💃 when our work pays off for our clients!

Here, we’re highlighting a recent win for our client, Coordinated Business Systems. Read on to learn how their new StoryBrand home page is getting amazing results for their team.

The Client: Coordinated Business Systems

Coordinated Business Systems has been a leader in copiers, managed print services, network security, and IT managed services for more than 40 years. In their own words, they help “IT and business leaders leverage the right technology to run their businesses smarter, faster, and more efficiently.”

Coordinated serves clients across Minnesota and western Wisconsin, offering copiers and printers, phone and video systems, software and technology solutions, and IT support.

Learn more about Coordinated Business Systems here.

Their Need: An Updated Website That Reflects Who They Are Today

Coordinated Business Systems came to us because they had previously worked with another agency to manage their existing website, and … it didn’t go well. 😅 Their site had broken links and other elements that hadn’t been put together correctly. They also had outdated content that didn’t speak to their customers’ needs.

The Coordinated team already had an internal marketing manager who was doing a great job, but she had a full plate on her hands. They needed someone external who could come in and help them clean things up, get things organized, and bring a fresh perspective to their website strategy.

As we started working with them, a lot of our time was spent triaging their HubSpot account and determining what content, website, and other updates needed to be done. We began working on updating their website, while also helping them create a more consistent online presence across their website, social media, and email marketing.

In updating their website, our main focus was to examine the strategy behind it, asking questions like:

• How is the website currently laid out?
• What changes would make it easier for a prospective customer to navigate it?
• What information is going to be important for a website visitor to have?

From there, we made a plan for a website update.

Our Solution: A StoryBranded Website Refresh

Their previous site’s content focused primarily on the features and benefits of their services, but the Coordinated team wanted to sell based on their customers’ needs. To address this, we implemented the StoryBrand framework to rewrite their website copy, beginning with their home page.

The StoryBrand framework implements the principles of storytelling into your business marketing. It helps you craft a clear, compelling message that puts your customer in the role of the hero, with you as the wise guide that leads them to the best solution for their problem.

The thing is, most people don’t want to read a bunch of copy that talks about how great you and your products or services are. Frankly, everyone says they’re the best, so if you do the same, you’ll lose attention … fast.

Instead, today’s consumers want a clear, concise message that addresses their main pain points. They want to find out quickly if you are the one who can solve their problem: if so, they’ll stick around for more; if not, they’ll keep searching.

StoryBrand helps you do just that — create website copy that tells visitors within just a few seconds who you are, what you do, and how you can help them.

In addition to rewriting their website copy using the StoryBrand framework, we also implemented SEO improvements like keyword research, streamlined website navigation, and improved website functionality.

The Results: More Website Visitors … Who Stay Longer!

To measure the effectiveness of these changes, we did an A/B split test for the first 6 weeks after we launched their new home page.

A/B split testing is a way to compare two different versions of something — in this case, the old and new versions of their home page — to see which one performs better with an audience. Users are shown one of two variants at random, and data is gathered to determine which variant performs better. This allows you to directly compare the current experience (A) with a new version (B) and collect data showing the impact of that change.

Well, I bet you know by now what I’m going to say, but I’ll say it anyway: the new StoryBrand home page was FAR more effective than the old version. In just a few weeks, their website saw a drastic increase in the number of website visitors and in average session length (a.k.a., how long each visitor stuck around).

They saw:

• A 57% increase in visitors

and

• A 43.1% increase in session length

I have one word for those numbers: WOW.

Okay, I actually have more words … These impressive numbers mean that not only are more people finding Coordinated’s website (due to the website updates as well as their increased social media presence and more consistent email marketing), but those people are also spending more time on the website.

It’s early days yet, so we won’t know for a while how many more conversions they’ll get from their website update (and we’re still in the process of updating the rest of their website pages), but typically the longer someone spends on your site, the more likely they are to convert.

This bodes well for Coordinated’s future sales.

What’s more, our work has helped ease the burden from their marketing staff. They now have a trusted marketing partner they can reach out to for help with strategy, brainstorming, planning, and maintaining momentum. I daresay that’s one of the best results we could ask for when working with our clients!

If you’re wondering how your website stacks up, we have a simple, free tool you can use to test it. Click here to try our FREE website grader and see where your website excels … and where it could use a little help.

Then, schedule a quick, no-obligation discovery call with me to learn how my team and I can help you implement changes that will improve your website, draw in more customers, and grow your business.