Content Design for a SaaS Management Platform

In mid-2023, we helped a SaaS management platform improve content discovery & organic lead acquisition through a partial website redesign.

Using their brand’s existing assets, we designed & developed 4 prototypes that were iterated across >3,000 high-ranking pages.

The Client

The client was a USA-based B2B SaaS startup developing a solution that allows IT, procurement & finance teams to stay in control of their SaaS spending. We became the company’s top content partner shortly after their series A.

The Partnership

At the time of this project, we had already been collaborating with the client for over 6 months. So far, our content partnership had caused:

• Tangible improvements in content quality and topical authority
• A 30% monthly traffic increase
• Maintained positioning across >100 top 3 keywords
• Top 3 positioning across >50  new keywords
• Positioning for 6k new keywords

We were also helping the company to create and promote lead magnets across several formats.

Challenges & Goals

Lead magnet discoverability

The sheer amount of content we were producing, plus the material that the company already had published, created a situation of content abundance but poor discoverability.

Unless you stumbled upon a certain resource or blog post on the SERPs, it was impossible to get a sense of how large and rich the company’s content library was.

As a consequence:

• Users that weren’t ready to buy yet bounced, instead of exploring other resources.
• There wasn’t a clear incentive for newsletter subscriptions. Lead magnets were hidden, and the technical and actionable depth of the content wasn’t evident.

One of our main goals was to bring visibility to the client’s enormous content collection & help users filter and find relevant material.

pSEO discoverability

Additionally, the website included a programmatic SEO collection. This collection featured over 3k software tools that teams were managing through our client’s platform.

The pSEO’s collection head term was “{tool} discount”, and it was meant to attract startup leaders looking to save on software. A goal that was completely aligned with the product’s value proposition.

At this point, it’s worth noting the obvious: Facilitating discoverability for a content collection with 3k entries isn’t an easy feat.

Challenges included:

• The fact that the client’s website ran on Webflow, which severely limits how to display large collections
• The need to facilitate tool discoverability without jeopardizing the site’s performance
• Common pSEO challenges, such as content interlinking

Our goal regarding this collection was to strike a balance between abundance, performance & discoverability, allowing users to discover new tools, compare their options, and sign up to the platform to receive a cashback/exclusive discount.

Process

The project took 5 weeks, and included:

1. A discovery session - Before getting started, we aligned with marketing leadership to understand the project’s restrictions & goals.
2. Lo-fi prototyping - We produced several wireframes for all page templates, on Figma.
3. Hi-fi prototyping - Once the lo-fi prototypes were green-lighted, we adapted them to match the client’s brand & design guidelines.
4. Developing - We developed the pages as drafts, on an exact copy of the client’s Webflow website. Once the templates were complete and tested, we migrated them to the client’s website.
5. Testing - We tested the new pages on the client’s staging domain.
6. Deployment
7. Post-launch optimization - We gave extra support & guidance to the client after deploying the pages.

Our Solution

Content hubs

Collaborating with the startup’s internal content leadership, we designed a filtering system that enabled users to sort content by category, format & audience.

This “insights” page also served as a layout for format-specific hubs, including:

• A webinars hub
• An eBooks & templates hub
• A blog post-only content hub

All content hubs shared the same footer, featuring a newsletter subscription form and the website’s main CTA. Of course, this doesn’t include the site-wide footer, which we didn’t redesign.

Blog posts

The blog posts’ template was also cleaned up to improve readability. Plus, we added three key navigation elements:

1. Table of contents
2. “Previous post” and “Next post” suggestions
3. A slideshow with recommended posts that matched the category of the piece the user was reading.

pSEO collection index

We maintained the collection’s index as a series of category previews, with 3 tools per category. When the user decided to move to a certain category, they were transported to a category-specific page with seamless pagination.

To help the user make sense of so many entries, we included a total number of items on each category page, and the pagination featured a subtle progress indicator.

Additionally,  we added an instantly interactive search functionality.

When the user searched for their tool of choice on the collection’s index, the filter was instantly applied. When they used this functionality on a category-specific page, their query was added to the category filter.

pSEO collection single page

Additionally, we used this opportunity to propose an alternative page structure for the collection’s entries, which:

• Added extra value to each page
• Helped users discover alternative tools
• Strengthened the collection’s interlinking

Impact

Thanks to this project, the client was able to:

• Lower their site’s bounce rate from 73% down to 48%.
• 2x average pages per visit.
• Increase pSEO collection traffic by 40%.