National Security Institute Overhauls Site, Improves Messaging and Branding
A 2010 MarCom Platinum Award Winner for Writing / Web Copy.
Dave Marston and Steve Burns, co-founders of the National Security Institute based in Medway, MA, originally called DH Communications about an email lead generation campaign.
In business since 1985, NSI educates companies on how not to become victims of denial of service attacks, hacking, phishing, and other nefarious activities.
In the past the founders had relied on direct mail to get the word about about their services, but with the increasing cost of postage and printing — and declining ROI — were exploring other options.
After reviewing the company Website, DH recommended a complete Website overhaul and rebrand.
The main problem was that NSI’s DIY site did nothing to communicate Marston and Burns’ expertise. In addition, Marston and Burns had developed “microsites” to sell their product — and these sites didn’t fit in with the site as a whole.
The overall impression was disjointed and confusing — one that reflected poorly on the corporate brand and diminished the user experience.
Project objectives included:
- Increasing traffic to the Website via search and other online/offline marketing tactics.
- Generate new leads and new business.
- Reduced cost per lead.
Working one-on-one with Marston and Burns, DH interviewed the pair to learn about the company and its history, the clients they worked with and why, and the benefits of employee security awareness programs. (In the process, DH learned quite a bit about security in general!)
Based on these interviews and research of NSI’s competitors and source material provided by Marston and Burns, DH completely rewrote NSI’s Web content, culling it down to improve the navigation process and to help move people along the sales cycle.
The revised, optimized content incorporates NSI’s messaging as well as its library of reports and articles about employee security awareness.
In addition, calls-to-action were added to each page to encourage people to download reports developed by Marston and Burns and to sign up their weekly e-newsletter. DH also beefed up the testimonials pages, clients list page, and the About Us section.
Results
Now when visitors come to the site, they’re greeted with information about NSI and what it offers. New tabs make it easy to navigate to sections about NSI’s annual Security conference, its products, or the Learning Center where visitors can download free information.
Traffic has increased to the site, with traffic from search engines increasing a few percentage points each month. (Marston and Burns also drive traffic to the site via their weekly newsletter.)
The number of inbound links has increased and includes links from government and military sites (.gov links being valuable with regard to SEO).
Visit the site: www.nsi.org
Want results like this? Give me a call today at 603-382-8093 or send email to info@dhcommunications.com.
