The challenge
The main objectives for the website design included increasing user engagement and sign-ups, and establishing a strong digital presence that reflects CitizenNet’s innovative approach. The team sought to position CitizenNet as an industry leader in the ad tech space by distributing shared learnings, in addition to promoting its software and service.
Solutions
Showcasing the managed service platform
To effectively market the software, it was important to highlight the benefits along with the features. Throughout the feature listings, we broke down the potential impact the technology can have on an advertiser’s business and supported this with real results and testimonials from major clients like Live Nation, Lionsgate and more. I oversaw the copy as well on this project and aimed to keep it clear, concise, and meaningful.
A key selling point with this offering was the inclusion of our team’s strategic advisory. The client services team at CitizenNet was top-notch, and their oversight was just as vital to a campaign’s success as the optimization and prediction technology of the software. To spotlight our strategy team, I led a photo and video shoot that gave potential customers an inside look at what working with us looks like and shows how the various service offerings break out.
Sharing insights as an industry leader
CitizenNet accumulated years of experience improving ad campaign performance for several major advertisers. Sharing the learnings and wealth of expertise the team garnered along the way would help establish CitizenNet as an industry leader in the minds of customers. Two similar blog-style sections of the site were designed for shared insights and for successful campaign case studies.
Capturing leads
A simple sign up screen was designed to capture leads and get potential customers started. The first step in the process was to have a member of the client services team reach out and inquire about the customer’s advertising needs, so we included a minimum amount of fields needed to begin. Sign up screens are a great place to reinforce social proof, so we included a testimonial alongside the form.
Impact
The website launched in 2019 and successfully marketed CitizenNet to the world of social media advertisers. The site was able to bring on several new clients and share insights and case studies to many others. Eventually, the CitizenNet platform and the technology behind it were transitioned from being offered as a B2B managed service to enterprise software for Condé Nast exclusively.