In February of 2014, AssureSign, a SaaS-based electronic signature solution was looking to improve web traffic, and drive both enterprise and small business leads through its website (as measured by its Google Analytics). Launched in 1999, AssureSign had largely generated its client base of insurance and financial service clients organically, but lacked an effective inbound marketing strategy to increase its client roster of franchise, government and legal industry customers. The company enlisted ARPR to revamp its existing website and implement a content marketing campaign that would drive right-fit prospects to assuresign.com.
In tandem with a communications and social media strategy, ARPR’s first step to the website re-launch began with a messaging session to develop the company’s core messaging, which would serve as a baseline for web copy and future content pieces. From there, ARPR developed the site map for the new website, and drafted web copy to address AssureSign’s target personas. The agency conducted research on keywords deemed as the highest quality and most searched, according to Google. Additionally, ARPR worked with web developers to ensure the site included top inbound marketing tools, such as a blog and live stream Twitter feed to drive SEO. Once the site was launched, the team at ARPR developed an inbound marketing initiative that included ongoing web content in the form of case studies and blogs, a paid Google AdWords campaign, targeted social media advertising campaigns and organic social media content and engagement.
By capitalizing on highly searched keywords and hashtags in ongoing social media and content marketing over a nine month period, AssureSign increased its total web sessions by 94% compared to the previous year. Additionally, the bounce rate decreased 93% and the total site page views increased by 251%! Further, the new blog page on the site had a 0% bounce rate and users spent an average of 4:48 minutes on the blog. Combined, all of these metrics signaled that AssureSign was attracting right-fit traffic to assuresign.com, which resulted in an average of three site conversions per day.