Featured Work

BetterCloud

Modern businesses run on dozens of SaaS products, BetterCloud helps streamline activation, deactivation, and security to simplify the management of a company’s entire technology stack.

Overview

Client

Year

2020

Platform

WordPress

Key Services

Copywriting, Digital Strategy, Full-stack Development, Lever Integration, Salesforce Integration, UI/UX Design

Visit Website

The Objective

BetterCloud’s mission is to simplify SaaS operations for every modern business.

Accomplishing this is nuanced and technical. As a result, the language on their website and its overall structure had become cumbersome and confusing.

They needed a website that aligned with their mission, better educated their customers, and improved the buying experience.

Outcomes & results

+50.5%

Demo Requests

-17.4%

Bounce Rate

+49.8%

Pages Per Session

Testimonial

“Something I found most unique about Huemor is how much they care in the success of the project. The site is a lot cleaner and shows a very in-depth narrative of our story.”

Jenny Lee, Creative Director at BetterCloud

Before

After

01. Design System

Global Design
System

BetterCloud’s desire was to create a visual design that aligned with their core value of simplicity. The overall design strikes a balance between clean and modern design, highlighting their product, and introducing subtle animation to further concepts throughout the site.

02. Research

Research &
Discovery

BetterCloud serves a number of different industries. In general, however, their ideal persona falls within operations or IT.

For the IT professional we needed to make the technical details easy to access and readily available. For operations, we needed to educate on how the product can save time and money for an organization.

This led to us greatly expanding on key landing pages, as well as a complete rehaul of their resources section.

03. Creative

Homepage

Highlighting BetterCloud’s product was a key part of our strategy. It appealed to both the IT professional and the operations manager.

Using custom motion graphics we were able to deliver a really quick introduction to the product interface.

As you scroll down the home page we build trust with third-party proof provided by customer logos and then highlight key features of the product.

We also chose to highlight integrations on the homepage, as that was a common question from IT professionals.

Mobile Experience

While mobile wasn’t their greatest driver of demo requests, it was a channel used nearly as much as desktop. The assumption was that people browsed only on mobile, and bought on desktop. After the redesign, we saw mobile initiated demo’s increase by 107.4%.

Site Navigation

Transforming BetterCloud’s website from a simple sales website to a resource for their customers required a huge expansion of their website structure. Making all of this information easily accessible through their navigation was a challenge.

To provide the best experience, we needed to vary the structure of their drop downs from section to section. In some cases we used iconography, labels, and label descriptions to make it clear what content they were engaging with.

Case Studies

BetterCloud needed case studies that not only highlighted the complexity of their projects, but highlighted the craftsmanship and thought that went into each one.

Also, continuing with the goal of differentiating them from their competitors we wanted to deliver an experience that no one else had. The horizontal presentation of the work does exactly that.

Product Pages

Product pages needed to be just as effective for the operations manager as they were for the IT professional.

Towards the top of the page we provide a video overview of the product, and call out key points relative to both personas. We back up those statements directly with client testimonials to immediately build trust.

Lower on the page, we divulge more technical information that IT professionals will need in order to assist with their decision making process.

Customer Center

The customer center caters to both prospective and current customers.

For prospective customers, you can quickly find detailed service information, case studies, and certifications.

For existing customers we make support, product updates, and developer information easily available.

Resource Center

The resource center contains hundreds of helpful articles targeted towards IT professionals and operations managers. It is the number one driving factor for brand awareness and generates over 100k organic search visits per month.

We wanted to create a uniform look and feel for their post feeds, as well as making it easy to sift through all of the information they had available.

About Us

Technology companies can often have the perception of being cold. We wanted to break that perception with their about page.

Highlighting their mission, values, and charitable acts is not only attractive to prospective clients, it helps build confidence in future employees.

Job Board

Prior to this redesign, BetterCloud’s job board was scattered amongst several different third party websites. This made the management of jobs difficult for BetterCloud, and the experience choppy for applicants.

By bringing all of BetterCloud’s job listings into a single place, we were able to increase their number of applications by 143.7%