Fixing Low User Awareness with Educational Content for a New Compliance Category
The Problem
The product operated in a newly formed compliance category that most users had never heard of. Potential customers didn’t know what the requirement was, what terminology to use, or how to determine whether they needed the solution. With limited awareness and no established search behaviour, users arrived confused, support teams faced a heavy explanation burden, and conversion suffered because visitors didn’t fully understand the problem the product solved.
The Solution
One of our digital squads created a comprehensive set of educational resources designed to introduce, explain and demystify the compliance requirement. This included SEO-focused guides, explainer articles, step-by-step help content and “how to” video walkthroughs positioned prominently across the site. The content was structured to meet users at different stages of understanding — from awareness to evaluation — helping them quickly grasp what the regulation required and how the product satisfied it.
The Impact
- Shortened sales cycle as users arrived more informed
- Higher engagement on solution and product pages
- Reduced support burden through self-serve educational content
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Content Strategy & Creation
The site lacked educational content to support buyers researching IT leasing options.
Users didn’t understand the new compliance category, making the product hard to find or pitch.
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