Because the keywords for similar products are very competitive, this campaign began with SEO research on potential keyword ideas. Since the client's product fixes many communication problems with streaming, I suggested a campaign around common VoIP Problems. Working with content from a specialized tech writer and some questions from the CEO, I built a web page titled "Common VoIP Problems." The sections were designed around the most common VoIP-related questions that came up in my SEO research.

I was responsible for creating, designing and editing the page. My role was to take dry technical content and make it engaging and easy to read, as well as to insure that the reader is guided to the product page. For consistency, I used the same model for all the photos and took care to match the colors of the page to the company's branding. Subtle calls to action were inserted throughout. I customized the page so it would look good on a variety of screen sizes. 

One issue for consideration was a shift from a B2B focus to marketing more directly to consumers. It was important for all the text to remain accurate and fit in with a more technical audience that is comfortable using TLAs and lingo like "QoS" and "MPLS." But it also needed to be useful and accessible to a small business owner without technical training.

The goal was to create a thorough piece of cornerstone content that would be worthy of sharing and bookmarking among telecom pros. Because the page is lengthy, I created a table of contents for quickly jumping to various issues the reader might need to solve.

At the bottom of the page I created a Shopify shopping cart to capture interested buyers, and several subtle calls to action throughout. Finally, I added a printable PDF version they can download in exchange for their email.

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