MS Solutions: Accelerated SEO Copywriting Mentoring

Summary

MS Solutions is a Microsoft Partner Consulting firm. Maximiliano Privitera, founder of the company, reached out to UPosition Agency for personalized Marketing Mentorship. Their primary objectives were to fine-tune the content of the website, along with other marketing materials, as well as the overall SEO of the site.

Results Highlights

• We created the Buyer Persona and Buyer Journey profiles to understand the target audience and their needs.
• We identified the SEO keywords to be used in their copies and mentor on how to search for them.
• We strengthen their knowledge on digital marketing copywriting.
• We adjusted the technical SEO of the new version of the website.

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About the Client

MS Solutions is a Microsoft 365 Partner Consulting firm. They assist businesses throughout Latin America in implementing CRM or ERP in a personalized manner, providing support in technical assistance and creating specific fields or adjustments required for their business.

Project Objectives

1. Improving communication of their services: The MS Solutions team used their website and various presentations to share with clients to offer their services and needed the information to be concise and persuasive.
2. Appearing on Google to gain organic visits: For Maximiliano and his team, it was important that their website be properly adjusted to appear on Google and other search engines, allowing them to receive organic traffic (not paying for clicks).

Challenges

1. Lack of clarity about the target audience and their needs: Not having documented the most important information about their target clients and specific needs when hiring them meant that MS Solutions’ communication was very general and imprecise.
2. Unfamiliarity with SEO keywords: The team lacked the knowledge of how to research keywords to position themselves on search engines like Google, and therefore, they were not including them among their content.
3. Lack of clarity in the copy of their website and sales material: The website and other presentations had too much information without being able to summarize and prioritize. It wasn’t easy for potential clients to understand MS Solutions’ proposal and their work process.
4. Lack of technical SEO knowledge: The dev team lacked knowledge of SEO to ensure that the website was properly indexed on Google, meaning it appears when searching for the company name, and other technical aspects such as optimizing titles, meta-descriptions, images, and more.

Solutions

a. Researching and Documenting the Target Audience

The first step in this mentorship was to create Buyer Persona and Buyer Journey profiles. This detailed the different roles someone may have when hiring MS Solutions to implement Microsoft, why they do it, and the stages they go through to do so.

For example, first, when they realize that their company’s sales processes are slow and complex, they then search Google related to this; then when they research solutions such as acquiring an ERP and other alternatives; until they google companies that handle this task and technical support.
With this information clear, we gain a much more strategic vision of who the brand’s audience is, their challenges, and how to help them.

b. Competitor Analysis and Keyword Research

We met with the team to analyze the competition’s positioning both in terms of communication and SEO. We observed and documented their position regarding MS Solutions, their weak points, and strong points, beginning to frame our own communication strategy.

Then, considering the research on competitors and our knowledge of the buyer persona, we taught the team how to conduct Keyword research and how to document it by: search volume, positioning difficulty, and search intent. This way, we became aware of the commercial keywords we needed to have in the website’s copy to receive traffic from Google.

c. Copywriting Adjustments On the Website and Sales Materials

Thanks to Keyword Research, we adjusted the content of the page and other sales materials. Additionally, we applied copywriting techniques that the team learned to be concise about their value proposal and guide the text and images towards conversion, meaning guiding website visitors to take the desired action. Here, contacting for a quote.

d. Technical SEO Adjustment Consultation

To conclude the mentorship, we advised the team on how to adjust SEO titles, meta-descriptions, headings, and everything necessary for optimizing images on the website.

Also, we guided the team to connect the page with Google Analytics and Google Search Console, not only being able to appear on Google but also measuring the results of their growth.

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