A complete relaunch—from look + feel to product descriptions–of Clio’s company website.
Client
Clio
Year
2019
Role
Conversion Copywriter
Problem
How do we completely overhaul the website—design system, user experience, branding, and all—for a higher marketing lead to opportunity rate?
Part of the project was also launching a new product at the same time: Clio Grow. Goal
Offer an optimized user experience, increase conversion rate + better product comprehension for target audiences.
An example of Clio's rewritten product feature titles and descriptions. 33%
increase in conversion by February 2019 (launch in January 2019).
Results
Clio's refreshed trial experience. Responsibilities
Rewrite all site copy to include conversion copy—by prioritizing clear, actionable, plain language. This includes main product pages (Clio Manage + Clio Grow), Pricing, Careers, Security, Support, Integrations, all product feature pages + descriptions, + menu navigation.
Craft product positioning of a newly acquired product + rebranding Clio as a “3 product company”—including new messaging, value propositions, + marketing + remarketing old + new product features.
Apply UX writing best practices, + findings from usability testing + customer interviews—in all site copy. This includes rewriting copy to facilitate user navigation (e.g. menu copy) + optimize conversion opportunities through multi-step processes such as starting a trial, scheduling a demo, subscribing to emails, miscellaneous modals, + buttons across the site.
Create content design across the end-to-end user experience—including site, paid digital print ads, email marketing, + promotional materials.
Conducted interviews with subject-matter-experts such as the Clio Grow founder + office employees to best accurately represent the branding of Clio Grow + the experience of working in each of Clio’s global offices.
Inform content strategy in terms of information architecture, taxonomy, content hierarchy, + site flow.
Work closely with members in cross-functional disciplines such as UX researchers, product marketers, developers, designers, marketing operations, + SEO specialists.
One of the project—and company's main KPIs was to increase recruitment by showcasing Clio as an employer. Here's the new Clio's Careers main page, which speaks to company values, the story of our founders, and expands to describe what it's like working at each office location.