SKsoft
B2B Software Web Design + Branding Project
+112.9%
Organic Search Sessions
+11.4%
New Users
+28.23%
Users
+45.16%
Sessions
+34.57%
Engagement Rate
+118.28%
Average Engagement Time
Date Range: 12/1/2023 - 12/31/2023 compared to 12/1/2022 - 12/31/2022
The Challenge
SKsoft, a software company well-known in the Microsoft community as a Premier ISV Partner, faced a substantial challenge when they decided to pivot the business strategy from selling exclusively through channel partners to marketing directly to end-users. As part of this shift, they needed a complete rebrand, go-to-market strategy, and B2B website redesign.
As we dug into the initial phases of the rebrand, we saw that an online search for the company name turned up another business with the same name. To stand out in the marketplace and avoid confusion, we recommended a renaming of the company to go along with the rebrand, to which they agreed.
Among the goals were to clarify the brand’s messaging, reposition itself in the market, and create a strong online presence to support the new direct sales strategy. Adding more complexity, SKsoft was targeting two separate audiences: enterprise customers and small-to-medium sized businesses. The old website lacked clarity and did a poor job of attracting and engaging the right clients.
The Solution
Starting with a series of discovery sessions with multiple client teams, we uncovered the essence and goals of the brand. We used our findings coupled with industry research to create a B2B brand strategy that outlined the products, target audiences, and key messaging points. From there, we conducted a full overhaul of the brand identity, including logo redesign, tagline development, and brand guide creation.
Once the branding elements were in place, we tackled the B2B website design. Our team focused on clarifying the company’s story, highlighting the benefits of its products to both channel resellers and their new end-user audience of finance executives. From a design perspective, we kept many elements of the old logo to retain familiarity but updated it with contrasting colors for balance and polish. We drafted copy that focused on benefits, not just features, to engage their new target audience. The development and functionality of the new B2B website were optimized for user experience (UX), with a focus on simplicity and ease of navigation.
Results
Looking at the metrics, the project was a clear success. Year over year, organic search improved by 112.9%, indicating that more people were finding the website online. And once users landed on the site, they stayed, as evidenced by the increase in average engagement time by 118.28%. User and session metrics also improved, reflecting the brand’s ability to attract the right visitors to the website.
While this was a weighty job comprised of many moving parts, our team did an excellent job of communicating and managing the project, contributing to a 5-star review from the client. SKsoft now has a clear direction of how to position and market its offerings, complete with an upgraded, audience-appropriate visual brand identity.
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