Fixing Unclear Market Positioning with Targeted Education and Search-Led Repositioning
The Problem
A regulatory-driven software product launched into a market where users didn’t yet understand what to search for — or why they needed the solution. The founder struggled to articulate the positioning online, and potential customers lacked the terminology or awareness to find the product organically. Without clear messaging or search-aligned content, the platform had minimal visibility and no foothold in a newly emerging category.
The Solution
One of our digital squads conducted deep research into emerging search behaviour, competitor language and regulatory queries to understand how users were trying to interpret the new compliance requirement. We then repositioned the product around the terms users were beginning to adopt, building a content ecosystem of educational guides, FAQs, landing pages and explainers. This helped define the category, teach users what they needed and align the brand with the evolving language of the market.
The Impact
- Top-3 Google ranking positions for all strategic search terms
- 300+ keywords ranking across the category
- 30–40× increase in organic reach as the market matured
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Content Strategy & Creation
The site lacked educational content to support buyers researching IT leasing options.
Users didn’t understand the compliance requirement or why the product was necessary.
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