IBM SaaS, Website Copywriting

Meeting user needs through useful, accessible content

By the way: This website is gated (internal IBM use only). Full screen captures provided.

Giving SaaS resellers a guide to get started

IBM PartnerWorld allows registered Business Partners to resell SaaS products to their customers. The end-to-end process of reselling SaaS is complex, and IBM Business Partners needed a way to get all of their questions answered in one place.

To solve this, I conducted user research, then wrote the content for a new resource page.

Phase 1: identifying user and business needs

I collected research about our target audience, and learned about the process (and struggles) of reselling SaaS products. Through this research and with help from the client, we determined what content we needed to include on the resource page, and what content was most important.

Phase 2: content before design

I started with detailed page tables that mapped out a page structure and content sections. Then, this became a structured copy document that we sent off to the client. I was thrilled that we were getting alignment and approval on content first, so that we could design the visual experience around the meaningful substance of the page.

Phase 3: final copy and design for A/B testing

After we got approval on content, our designer built out design mockups. That’s when the real fun began.

Even after starting with content, we still found ourself with two main “camps” when it came to page layout. First, because we had lots of stakeholders in different departments; second, because it was a new page and we didn’t have data yet on how it might perform.

So we decided to get some data.

The project finale was two versions of the page: same design, same basic content, different layouts. The best performing layout turned out to be Option A!

Let’s improve your usability and conversions

I partner with tech brands large and small to solve web content challenges.