BRIGHTLINE TECHNOLOGIES HAS BECOME A PREMIER IT BRAND IN SOUTHEAST MICHIGAN. WE HELPED THEM LOOK THE PART.
How do you convey trust, assurance, and reliability to an audience that doesn’t understand why they need your services? This was the challenge at the core of Brightline’s communication difficulties.
After years of industry experience, they had built a top-tier IT service business staffed with a dedicated team of professionals. But the technical nature of their work made it hard to convey its value to those without similar professional expertise. That’s where we stepped in.
We knew from the start that we could make great gains in Brightline’s brand presence by building a website that was up to modern design standards. But for that website to bring in the new sales leads we hoped to see, the company would need a rebrand that would allow their core values to shine through their messaging. Add to that a powerful new content marketing strategy, and success was almost guaranteed.
REWORKED BRAND MESSAGING
Because messaging would play such a key role in Brightline’s new brand presence, we did a deep dive into their industry, looking at dozens of websites to spot trends, and homing in on examples of effective communication.
As part of our process, we also interviewed their entire team to hear from them about the company’s core values and its vision for the future. The resulting strategy document helped unify the brand’s mission across the entire website.
PERSON-CENTRIC WEB DESIGN
A recurring theme of our conversations with Brightline was the pride employees took in their jobs and in their team members. As a service industry in a technical field, they knew that their greatest strength lay in the trust their customers placed in their people.
To capitalize on this, we created a design that felt personal, using pictures of actual team members in the design rather than stock images. The result was a design that, like the company it represented, put people first.
The team at build/create worked with us to bring our core values and strategies to the forefront, and translate them into a digital marketing strategy that exposes us to new opportunities and markets.
Our online presence now delivers much more value, is being found by an increasingly wider audience, and has proven to be much more engaging for our potential customers.
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CUSTOMER-FOCUSED CONTENT MARKETING
One of Brightline’s fundamental beliefs was that the more their customers could understand the work they do, the more they would appreciate it. The problem was, with their technicians on demand in the field, they needed help writing the content to share with their audience.
Our content writers worked closely with the Brightline team to create blog posts and downloadable materials that would inform their customers and help them make confident decisions about their IT needs.
LOCAL SEO, CITY BY CITY
Based in Southeast Michigan, Brightline’s local search results were particularly important to their success. We created special content pages for each of their target cities, updated listings in online directories, and optimized web content to build the SEO credentials they needed to rank well.