Farrelly & Mitchell’s business is in a particular space, with customers who have unique needs and consume niche industry content. Their communications needed to prove that they are the expert, and have the information, contacts and experience to help their clients’ businesses grow.
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Farrelly & Mitchell needed the following to be achieved:
Review and optimise:
So that we could:
Key ask: Optimise the website for ongoing generation of quality leads.
I worked with the team to audit current performance and assets, and to create a strategy for improvement and continued success. I still consult with the client; overseeing all copy, content and digital marketing efforts.
Taking the time to research and understand the business, the customer, the competitive environment and the industry as a whole.
A deep dive into the current website and marketing collateral performance. In-depth conversations with business stakeholders and customer advocates.
My findings from the research and audit stages told me that we needed to do four things to compete at the international level and attract the attention of this expert audience:
Working closely with the client and web design agency, I developed appropriate user journeys and refined information architecture. This gave us a launchpad to create wireframes and build a new website.
As part of the redesign, I helped the client refine their brand voice, audit and update the current content and create new hero pieces to relaunch the website and drive leads.
I work with the Farrelly & Mitchell team on an ongoing basis to team to measure content performance, optimise where we can and to ensure a consistent flow of excellent quality content. This involves regular SEO and content audits, copywriting/editing (industry reports, blog articles, video scripts, social media posts and paid ads) and strategic consulting.
A fit-for-purpose website that consistently ranks in first page SERPs for its target keywords and converts visitors
Kim helped us to zero in what we needed to do to reach our audience and compete with content on an international level. She has worked closely with us to continuously optimise our content and SEO efforts. For three years we have trusted Kim with our content strategy and we will continue to do so.
- Malachy Mitchell, Managing Director