Horizon Peak Consulting
Horizon Peak Consulting is a copywriting agency located in Colorado. They provide conversion content with measurable marketing results for IT, software and tech.
Features Used:
Brand Strategy – Messaging + Positioning | Web Design | Web Development
No longer a one-person operation.
Horizon Peak Consulting combines sales-focused copywriting with content creation to help IT, software and tech companies turn content into revenue. Their priority is to help their clients produce actual, quantifiable results.
The goal? Organize their information, portray the company as the larger agency they’ve grown to be, and to make it easier for potential clients to start Horizon Peak Consulting’s unique onboarding process.
AN ESTABLISHED COPYWRITING CONSULTANCY
Horizon Peak Consulting is an established business who has worked with IT, software and tech companies. The business had grown over the years from being a one-person operation to a full copywriting consultancy.
With a unique and proprietary research methodology, Horizon Peak Consulting needed to display their information in a way that best connected with their target demographic. Mapping out the user-journey to both create efficiency and easy while also aligning with HPC’s on boarding processes was key.
The frustrations:
The current website wasn’t accurately reflecting the copywriting consulting business that she had built up over the years. It focused solely on her, as a one-person operation, which was no longer the case.
Her business, now comprised of a team of people, was not reflected on the website. It was preferable for the business to appear larger and more professional, capture more leads, and ultimately make it easier for potential clients to get started with her onboarding process.
The Technical aspect of updating the site was becoming increasingly more time-consuming.
The discovery call uncovered that the business not only grew, but had changed target market and was not focusing on specific services rather than general copywriting services.
Scope of Work
- Brand Strategy
- User Journey map
- Website Wireframing and mockup
- Website Design and Development
BEFORE
The video shows a walk-through of the old website. The main issue with the website was the flow of information. With a lack of visual hierarchy and direction for the user, the majority of information was easy to pass up.
Getting to certain sections of the website were also more work than necessary. As Jessica and I went through the old site, we discussed solutions to various problems she was facing. This conversation was the start of the discovery and research process.
Main Objectives:
- Restructuring information and user-journey
- Easy management
- Portray agency as larger than one person
The biggest hurdle with the current website was the layout and flow of the information presented. Being a copywriter, Jessica had a unique problem – a ton of great information that was perfect for connecting with her target market that was not being used effectively.
We needed to establish a hierarchy for her content. This led to some restructuring of her content to accurately reflect her onboarding process while also making it as easy as possible for a potential client to begin that process.
Besides the layout and flow of the content, there were technical issues from her current WordPress theme that were making it difficult for her to update the website herself. It was important to her that updating her website was easy enough for her or someone from her team to make.
One way to make it easier for her to add pages was to create a footer with some custom code in there to house important links she wanted at the bottom and sign up form. I also created a few various layouts for her to import into a new page. Each layout had various elements from the site so it would be easy to pick and choose which sections were needed for a new page.
By restructuring the flow of information and improving user-journey, we were able to easily meet our goal of portraying the business as a larger agency. The original website utilized the pronoun “I” and spoke as a one-person operation. By revising the copy, giving the end-user clear directions about processes and how to start the onboarding process, we were able elevate the perception of the business.
Shown here is the evolution of the new homepage structure and flow of information. This is considered more of a high-res mockup. As some of the content ended up changing, we were able to quickly adjust the layout of certain sections. We then focused on highlighting certain elements with a secondary color. The orange was chosen as it’s trusting, energetic, and is great for a strong CTA (call-to-action).
Results:
- 167% ROI within 2 weeks of launching site
- Multiple 4-figure projects within 1 month of site launch
Within two weeks of launchign the website, Jessica signed on a client that gave her an ROI of 167%. This client mentioned how much they loved how easy the process was to book a project with her.
Within a month, a lead booked a call overnight for a discovery call in the morning and paid for the project on that call. They specifically said that they “felt like they knew her” and “wanted to work with her ASAP” just from how the website guided them through getting to know her and how to begin working with her.