Defining the problem

The Evidenced marketing website in 2022 was pretty thin (like most early startup websites). We had a handful of pages telling visitors what the product did, but nothing helping them understand their own problems. No one was finding us for anything beyond our brand name.

Building the solution

I started by creating a new content plan around the terms our audience were actually searching for, like "structured interviewing".

I then rebuilt the site in Framer to support the content-first structure. Creating a blog with cross-linking and contextual conversion modules that aimed to surface the right CTA at the right reading depth.

I wrote the articles using AI to generate the initial draft and then hand-edited to bring in product specifics without laying it on too thick.

Measuring the results

Over the course of 18 months, clicks went from 6 a day to a peak of 210. Impressions went from 500 to 18,000. One of those readers was at working on digitising their competency framework.

They followed the ideal journey we were aiming for, they read a blog post, self-identified the fit, booked a demo.

Once they'd booked a demo, I handed over to sales but stayed involved. I drove sales enablement and built PDF one-pagers and decks tailored to each conversation.

That design work helped close deals. It also surfaced feature gaps in the product, which we added to our roadmap.

Future-proofing the website

The growth strategy paid off, but Google's shift toward AI-generated answers has eroded our SEO traffic — like most marketing sites right now.

The next move is optimising for AI engines (AEO / GEO): structured data, explicit factual statements, an llms.txt index, and content that answer engines can quote cleanly.

I tested the concepts on this portfolio build and you can see the implementation details in Designing and building this portfolio.