Gatheround.com
I developed the content design and messaging for the updated Gatheround.com in 2023, collaborating with designers, animators, and project managers to create a refreshed site that better showcases the product.
Before:
A marketing site in need of some TLC
01
Problem: An outdated story
The old Gatheround site focused on pandemic-era messaging about social connection and Zoom fatigue. This was powerful in 2020, but became less compelling as remote work dwindled and the economy contracted. We needed to make a stronger business case for better and more engaging meetings.
03
Problem: No "aha" moment
The key differentiators of the product — baked-in facilitation tools and templatized meeting agendas — were not showcased on the site. We needed to show more of the product while also explaining how it worked in an engaging way.
02
Problem: Missed audience opportunities
The site also didn't speak clearly to companies and teams — the bulk of the product's prospective users and enterprise buyers. It didn't showcase clear use cases or emphasize the product's impact in business-critical areas like onboarding, talent programs, and team meetings.
04
Problem: Baggy copy
The site copy was vague and not very pointed. Some elements worked well; a lot felt unpolished and improvised (which they were). We needed to create a more coherent narrative arc, with grabbier copy throughout.
After:
A brand with a point of view
01
Solution: The right narrative
I developed a new messaging framework for the product and rewrote the copy to draw a straight line between our product and the bottom line of our target customer. We'll make your virtual meetings more productive and effective — and save you money.
03
Solution: Spotlight on the product
Through a combination of content design and animation, we showcase how the product works, giving the audience a clear window into the user experience they can expect and the potential applications of a tool like Gatheround.
02
Solution: A targeted audience
I homed in on several key personas, adding specificity to our message to speak directly to HR buyers. I added messaging focused on specific use cases —like all hands meetings and onboarding sessions— and specific roles — like L&D facilitators and team leads.
04
Solution: Less copy, higher quality
I pared down the home page copy significantly and added depth elsewhere, incorporating a features page, solutions pages, and customer stories to provide additional context without crowding the first touch point in the audience experience.
