Selegance | Success Stories
The client:
ISOPro Software
Services Offered
UX and CRO strategy, Website copywriting, Web design and development, Video strategy
Delivery
8 weeks, 4 workshops
ISOPro Software | Website Redesign for a B2B GRC SaaS Platform
Project Overview
ISOPro Software is an Australian governance, risk and compliance (GRC) platform, built in 2008 by experts who had managed compliance in airport ground operations, food production and manufacturing. Today more than 10,000 people use it at organisations like Qantas, Jetstar, HealthShare NSW and MSS Security.
The product had earned its place with some of the country’s most compliance intensive teams, however the website hadn’t kept up. It described the platform in general terms, gave visitors two vague next steps and left much of ISOPro’s proof out of sight.
ISOPro asked us to turn the website into a lead generation channel for its sales team. This B2B SaaS website redesign covered strategy, copy, design, development and video, delivered in 8 weeks.
Business Goals
- Build a clear path from first visit to booked demo, with lower commitment options for buyers still researching
- Help Operations, Quality, WHS and Environmental Managers find their compliance stream and industry in one or two clicks
- Put ISOPro’s proof, in front of buyers at the moments they decide
Approach and Deliverables
We ran four workshops with the ISOPro team to map who buys, what they need to see before they enquire, and where the old site was losing them. Strategy came first, then copy, then design and build. Deliverables included:
UX and CRO strategy
We mapped separate paths for each type of buyer. Operational buyers, like WHS and Quality Managers, can go straight to the solution that matches their compliance stream. Economic buyers, like GMs and CFOs, get the business case, the proof and a direct route to a demo.
Website copywriting
We rewrote the homepage, platform, industry and About pages around the problems buyers deal with every day, and created a new solutions section. The copy speaks to the pain people feel when managing compliance across disconnected tools, and shows how ISOPro brings it all into one platform.
Web design and development
We designed and built the site in WordPress, with a navigation split by solution and by industry, so every visitor can find their own situation fast. Every page ends with a clear next step.
Video strategy
We created and placed video testimonials from ISOPro clients so buyers hear from their peers in their own words.
Designed around how B2B buyers decide
B2B purchases carry personal risk for the person recommending them. Research in neuroscience and behavioural science shows people lean on a few mental shortcuts to reduce that risk. We built the site around the strongest of them.
Social proof
Video testimonials, ten client logos and review platform ratings show visitors that organisations like theirs already trust ISOPro. Hearing a peer describe the problem in their own words does more than any claim we could write.
Authority
The About page tells ISOPro’s story since 2008, the founders’ background in compliance heavy industries, its ISO 9001 and ISO 27001 certifications and its NSW Government ICT accreditation. Buyers can confirm ISOPro’s credibility before a sales conversation starts.
Contrast
An Old Way and New Way section puts fragmented compliance next to a unified platform. Buyers see the cost of staying put alongside the benefit of moving.
Reciprocity
A free compliance ROI calculator and a resources hub give value before asking for anything. They also give buyers who aren’t ready for a demo a smaller first step, and bring in new prospects’ contact details that we help ISOPro nurture with personalised email campaigns.
Cognitive ease
Clear navigation, one primary call to action and plain language help users quickly understand ISOPro’s value and entice them to take the next step.
Before and After
The old ISOPro website looked professional, but it wasn’t built to generate leads. Here’s what changed in the B2B SaaS website redesign, and why each change matters to a buyer.
1. The first impression
Before
The hero led with the company name and a broad description of GRC software. Visitors had to work out for themselves whether ISOPro was relevant to them.
After
The hero names the buyer’s problem in five words: “Stop managing compliance in silos.” A compliance manager knows within seconds if the platform is for them.
2. The conversion path
Before
Two buttons, “Find out more” and “Get In Touch”, with no clear difference between them. Buyers not ready to talk to sales had nowhere to go.
After
One primary action, “Book a demo”, repeated through the page and fixed in the navigation. For buyers still researching, a free ROI calculator and a resources hub offer a smaller first step and keep them in the funnel.
3. Navigation
Before
Four menu items: Home, Our Platform, Industry Support and About Us. Buyers looking for their compliance area had to dig for it.
After
Navigation split by solution (eight compliance streams) and by industry (seven sectors), plus a resources menu. A Quality Manager or a WHS Manager reaches their own page in one click.
4. Social proof
Before
Five client logos and three short written stories. Strong names, but little detail and no client voices.
After
Ten client logos, review platform ratings and video testimonials from ISOPro clients. Visitors hear the result from people in roles like theirs.
5. Authority and trust
Before
On the homepage, About Us appeared only as a small card near the bottom. ISOPro’s history since 2008 and its certifications weren’t visible.
After
The About page tells the founders’ story from 2008, shows the platform’s scale and lists ISO 9001, ISO 27001 and NSW Government ICT accreditation. Risk aware buyers find the reassurance they need before a call.
6. The case for change
Before
A general quote about compliance being more than ticking boxes, with no link to the buyer’s day to day problems.
After
An Old Way and New Way section sets fragmented compliance next to one configurable platform, with the specific pain points ISOPro’s buyers raise in sales conversations.
The result is a website that does more of the selling before the first call, so ISOPro’s sales team speaks with buyers who already understand the value.
Project Result
After 8 weeks, ISOPro launched a website that works as part of its sales process and every visitor now has a clear next step. See also our Jozi Software Solutions case study, covering the brand and website for ISOPro’s support and implementation partner for Africa.
Selegance handles both the thinking and the execution and only send me what I actually need to review and approve in quick bite-sized pieces, which is exactly what a time-challenged founder like me needs.