Transforming Storio's Positioning and Website for the US Data Protection Market
The challenge: a digital presence that aligned with their ambition
Storio had built their business by implementing a laser focus on their MSP clients’ business challenges and was executing a strategy to expand its reach across North America.
Recognising that the website is the most important marketing tool in their arsenal, their challenge was to refresh their website to clearly communicate the problems they helped MSPs to solve, create better visitor journeys and update their visual identity to increase relevance. They also wished to build the foundations to attract more prospects organically.
An additional challenge the team faced was that it was too time-consuming and difficult to get website changes and updates made to the website. As a result, information would go out of date or would be incorrect, leading to less than ideal outcomes for prospects and customers.
How Storio approached us
Storio’s team was researching competitive positioning and value proposition when they found Filament online. After a no-obligation conversation, it was clear to the team that Filament’s understanding of the B2B tech industry, extensive experience supporting Veeam partners and a well-defined approach to web design and development warranted further discussions.
With a clear project scope, defined methodology and a transparent pricing model, Storio appointed Filament to refresh its positioning and website.
The Solution: Designing a custom website that stands out, cuts through and converts
The website design & development project was planned in recognition of the fact that there are multiple audiences, i.e. target buyer personas or Ideal Client Profiles (ICPs), that the website needed to serve. These included emerging or growing MSPs and mature MSPs, and those needing a fully managed or a self-managed solution.
In collaboration with the Storio team, we developed a clear and compelling value proposition, why visitors are coming to the website, where they’ll coming from, and what the points of pain are. Based on this we developed a website strategy that provided an upfront wireframe of web pages to inform our perspective of what sort of website content will be most effective.
To ensure a consistent brand message is communicated and reflected, we developed a new Website Style Guide.
The Benefit: A clearly-articulated and differentiated value proposition
The compelling value proposition became headline content of the homepage: “Increase the profitability and efficiency of your MSP with Managed Data Protection Services. Protect your MSP clients with the data protection services they need, while eliminating the complexity, time-intensive overheads and costly setups that are slowing your MSP down.”
These themes carried through both the creation of the copy, the development of the visual identity that the site would represent, as well as the UX and the UI of the new website. By doing so, Filament was able to deliver a website that not only looks stunning but offers multiple journey entry points across a variety of pages to constantly engage and nurture site visitors.
In addition, a significant amount of website copy was written, guided by SEO research and search intent led content clustering. As part of this we developed a range of new pages added to ensure the site was able to address the unique needs of different buyer personas, to facilitate different user journeys and also to improve organic traffic performance.
You can see a preview of the pages at the bottom of this case study to give you a better sense of the volume of content developed for this project.