FieldServio

In partnership with BNR Branding, I helped field service software company FieldServio launch their new website with professional copywriting.

Project Industry:

SaaS
Industrial/Manufacturing/Heavy Equipment

Project Tools:

Zoom | Consultation, Client Meetings
Google Docs | Copywriting Collaboration Documents
Trello | Project Management
SurferSEO | SEO Content Development

The Problem

A Strong Company Missing Their Web Presence

FieldServio - a field service management software company - had already developed a strong product that helped enough clients to be stable. However, they lacked a more robust website presence that actually told a story to potential clients.

They had the basics of what they did and who they serviced - but there was no why behind the company’s existence. Their leadership admitted they had trouble connecting the dots when going beyond the current clients they gained by reputation and word-of-mouth advertising.

The Solution

A New Website With Story-Based Conversion-Focused Copy

FieldServio contacted BNR Branding - a leading small business digital marketing agency - to help them strategize a new way forward with their online presence. Together, they decided to build a brand new web presence built on their latest data, client testimonials, and new industry features.

To lead content development, BNR contacted me to help with copywriting, content strategy, and ongoing copy project management.

Step 1: Consultation

I always like to start my projects with a face-to-face conversation. It’s my ethos that projects always go better when you can meet your client, hear their voice, and capture their hopes for the project. Plus, consultations are always more fun.

Step 2: Strategy

Based on our initial consultation, we landed on the following north stars:

FieldServio wanted to maintain its industry-leading reputation and existing branding while upgrading and enhancing its tone of voice to fit a larger client set.
The team wanted to incorporate more client-first storytelling and conversion-focused copy into the pages, clearly stating the problem FieldServio solved and how easy it was to get started with a demo.
The copy should be concise, engaging, and easy to digest — not long-winded or confusing.

With this in mind, we worked together to build out a plan to write the copy first, incorporate revisions, and then move to site development once approved.

Step 3: Development

Over the course of a month, I worked closely with FieldServio’s team to write, analyze, and revise each unique page’s copy.

We built each page using a combination of ideal customer persona style and recommended SEO. We then created internal links that would help keep customers on-page and clicking through to a demo or contact capture.

*An example of the collaborative document we used to build out the conceptual copy for FieldServio’s website.*

As we built each page, I included a series of critical data points:

SEO Title
SEO Meta Description
SEO Keywords
Suggested SEO URL
Potential SEO FAQ Section

These ensured that each page had its unique SEO meta - helping each page build its specific SEO position online. This was also developed using Trello and an ongoing Google Sheet for project tracking.

Once the copy was approved, I submitted all copy over to our developer to build out the website. As revision arose from development, I worked with FieldServio to revise to fit their style as well as the the new site page.

The Results

The new FieldServio website brought the company’s online brand presence to a new level - offering an approachable style with an easy-to-navigate page structure.

Moving from a “features” focused site design to a combination of Features + Industry breakdown helped us create new domain authority pillars that expanded the company’s reach and broadened its SEO potential.

FieldServio was floored with their new site - and their team is already looking for ways to enhance the new site with even more content!

*The new FieldServio Features drop-down menu*

*The new FieldServio Industries drop-down menu*

*The new FieldServio Company page featuring the company’s story*

*The new FieldServio ROI calculator page*

Want To Bring Your Website To Life With Copy Customers Will Actually Read?

Schedule a consultation today, and let’s discuss how you can bring your site to life with conversion-centric copy that meets your customers exactly where they are.

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