ConnectED: Crafting a Website to Showcase Data Management Expertise

The ConnectED website copy

Challenge

ConnectED, a data management company for the higher education sector, had made significant strides in helping UK educational institutions define, organise, and manage their data.

With a refined product offering tailored to four specific roles, ConnectED needed a website to:

• Showcase their services

• Outline their case studies

• Provide a contact point for potential clients

They had completed their brand creation and productisation but required a comprehensive website to bring their brand to life.

Solution: Crafting A Website

Target Audience Defining

ConnectED had identified their target audience roles but needed detailed personas to ensure the website copy and UX design resonated with the correct drivers.

We utilised interviews conducted by ConnectED and supplemented them with AI-backed research to create four marketing personas. Each persona detailed the target audience’s extrinsic and intrinsic drivers, helping us pinpoint the pain points the website needed to address.

Tone of Voice Creation

For the higher education sector, we aimed for a balance of technical language (without jargon) and emotional-led language. This blend addressed both the technical nature of data management and the personal motivations of the target audience.

The result was a unique tone of voice that positioned ConnectED as an approachable yet authoritative voice in the data management space.

Website Sitemapping

We outlined every page needed on the website, creating a sitemap that illustrated the flow from the homepage and the hierarchy of products and services.

This step allowed ConnectED to visualise their site’s structure and ensure all necessary content areas were covered.

Website Wireframing

We developed black-and-white wireframes for each page, allowing ConnectED to see the user experience and journey throughout the site.

This step allowed ConnectED to refine their offerings and ensure the site met their needs before moving to the design phase.

Website Copywriting

With wireframes approved, we began copywriting, adhering to the established tone of voice.

The pre-approved wireframes ensured clarity on what content was needed for each section, streamlining the process and maintaining consistency in messaging.

Results

The new ConnectED website achieved remarkable success, with key performance indicators far exceeding sector averages.

• The site saw a 91% improvement in average session duration, indicating highly engaging content and user experience.

• Traffic from social media increased by 80%, showcasing effective integration with ConnectED's broader digital strategy.

• The website achieved 86% more returning visitors, demonstrating strong audience retention and satisfaction.

By partnering with Way Marketing, ConnectED now has a robust online presence that effectively showcases their expertise and services.

This helps ConnectED connect with potential clients in the higher education sector and solidify its market position.