Website Design: StoryBrand Revamp Positions MSP for Growth

Triada Networks, an IT and cybersecurity firm, sought to boost its online presence and attract quality leads. They partnered with BigOrange Marketing to revamp their messaging and website design using the StoryBrand methodology. 

This case study outlines Triada’s goals and provides insights for MSPs looking to improve lead generation and stand out in the digital landscape, showcasing the effectiveness of customer-focused messaging and strategic design in driving growth.

The Challenge

Background:

Triada Networks, an IT managed service provider and cybersecurity firm, caters to small to mid-sized financial services companies. Their services range from fully managed IT services to co-managed IT services, focusing on strategic technology management, cybersecurity monitoring and data protection, infrastructure readiness and performance, and IT help desk services.

Market Dynamics:

Based in Norwood, New Jersey, Triada excels in providing personalized “white glove” services, a key demand in the market. However, the industry is saturated, leading to fierce competition for web traffic. The challenge lay in maintaining a steady lead generation pipeline, particularly concerning lead quality. The goal was to enhance both the quantity and quality of leads.

Limited Online Presence:

Despite strong client relationships and referrals, Triada struggled to attract web traffic and leads comparable to larger competitors. While their clients attested to their exceptional service, the company’s website wasn’t connecting with potential clients in the same way. In addition, their website design included some errors and inconsistencies.

Ultimate Goal:

Triada sought to drive the right traffic to their website, showcasing their unique offerings to financial organizations in need of IT services.

The Solution: New Messaging and Website Design Refresh

Engaging BigOrange Marketing:

Triada partnered with BigOrange Marketing to revamp their brand messaging through the StoryBrand approach. This included updating the homepage, three service pages and a “book a meeting” page to align with the new messaging. 

The process began with a thorough site evaluation and SEO research. The team then conducted stakeholder interviews and a StoryBrand messaging exercise to align with their vision, resulting in a comprehensive messaging and design overhaul.

Along the way, our BigOrange team followed these steps:

1. Website evaluation. We assessed the existing website design and copy to pinpoint areas for improvement.
2. SEO research. Our keyword research identified SEO opportunities for Triada.
3. Stakeholder interviews. To get to know the company, our staff interviewed Triada’s internal stakeholders.
4. StoryBrand workshop: A StoryBrand messaging exercise was conducted to ensure customer-centric messaging.
5. Messaging overhaul: We crafted new messaging, incorporating aspirational images, inspiring hero statements, clear subheadings and compelling calls to action.
6. Design enhancements. Light design updates were made to enhance user experience on the Triada website.
7. Website revamp: We detailed the redesign of the MSP’s website to enhance user experience, incorporate clear messaging and optimize for lead capture.

The Results

Triada’s website design transformation included a refreshed homepage, updated service pages and an improved “book a meeting” section. Anticipated outcomes include increased website traffic, improved lead volume and quality, and enhanced digital competitiveness against larger providers.

MSPs: Do You Want More Leads? 

If you’re an MSP dissatisfied with your marketing outcomes, BigOrange Marketing offers a solution. 

The transformation of Triada’s online presence and website design through BigOrange Marketing’s approach not only addressed their challenge of lead generation but also positioned them as a unique player in a competitive landscape.  

Schedule a non-sales call with us to discuss your marketing needs and what tools your MSP can take advantage of to get leads and grow.