Optimizing Website Messaging to Drive Conversions

A leading global enterprise solutions provider faced challenges with its AI solutions landing page, experiencing low click-through rates and sales inquiries. Recognizing the need to enhance online engagement, it engaged Phronesis Partners to optimize their website messaging and drive conversions.

Objective

The company identified that its existing content lacked clarity, failing to generate sufficient interest in their AI services. It wanted to understand how to present its AI solutions more effectively to attract and engage potential clients, aiming to increase conversions and sales inquiries.

The primary objectives were to:

• Build the brand by enhancing the clarity and appeal of their AI solutions
• Optimize marketing through improved website messaging to drive higher engagement and conversions

Solution

Phronesis Partners conducted a comprehensive review of the client's AI solutions landing page, identifying that the content was overly focused on internal functions like Marketing and HR, rather than aligning with specific business processes. This misalignment led to a lack of clarity and failed to resonate with senior decision-makers.

To address this, Phronesis recommended:

• Revising the messaging to emphasize AI capabilities in relation to specific business processes, enhancing relevance and appeal
• Redesigning the landing page to improve user experience and facilitate easier navigation

These strategic changes aimed to better align the content with the target audience’s expectations and needs.

Impact

Following the implementation of Phronesis‘s recommendations, the company overhauled its AI solutions landing pages, incorporating updated design and messaging.

This transformation led to:

• Enhanced visitor experience, making the content more engaging and accessible
• Improved conversions, with a significant increase in sales inquiries (marketing qualified leads)

These outcomes positioned the company for future success by establishing a more compelling online presence that effectively communicates the value of its AI solutions to potential clients.