The context
Transforming
PCS Software’s
Online Engagement
PCS Software is a leading provider of transportation management systems (TMS) that enable carriers and brokers to streamline operations, improve efficiency, and reduce costs. Their innovative platform integrates dispatch, compliance, fleet management, and accounting, providing clients with unparalleled operational control. PCS Software empowers its customers with tools that maximize visibility and uncover hidden growth opportunities, driving efficiency in a highly competitive market.
Despite being a pioneer in the TMS space, PCS Software faced challenges in generating high-quality leads and delivering a compelling user experience. The existing website lacked tailored messaging for specific buyer personas, resulting in a missed opportunity to engage and convert potential clients effectively. PCS partnered with us to develop a scalable website that aligned with their goals while providing a strong foundation for future digital strategies.
01. The Challenge
Breaking Down
Barriers to
Unified Messaging
One of PCS Software’s primary challenges was internal misalignment between technical and business teams, which created conflicting goals during the website redesign process. These divisions affected everything from content priorities to design expectations, ultimately delaying progress. Without alignment, there was a risk of launching a website that failed to address key audience needs.
In addition to team alignment, the website’s content lacked the specificity required to resonate with PCS’s niche audience of carriers and brokers. The absence of targeted messaging hindered conversion rates and weakened the site’s ability to stand out in a competitive market. Addressing these issues required a clear strategy to unite teams and refine messaging for distinct customer segments.
02. Insights
Uniting Teams and
Unlocking Audience Insights
Our research revealed that PCS Software’s audience demanded industry-specific content that highlighted their operational pain points and offered clear solutions. By conducting interviews and analyzing user behavior, we identified the need for a modular website design that could grow with the business. This approach would enable PCS to adapt to future opportunities while maintaining relevance.
Another critical insight was the importance of bridging the internal gap between PCS’s teams. Through workshops and collaborative sessions, we gained a deeper understanding of their perspectives, aligning everyone toward a shared vision for the redesign. This collaborative process paved the way for cohesive messaging and a unified user experience that could effectively engage their diverse audience.
03. Strategy
Designing a
Website for
Scalability and Success
Our approach focused on creating a future-proof website while addressing immediate concerns around team alignment and messaging. We developed a scalable framework that would serve as a strong foundation for PCS’s ongoing digital growth. The strategy incorporated modular design, targeted messaging, and a cohesive development process to ensure a seamless user experience for both internal stakeholders and external audiences.
To further strengthen PCS’s position in the market, we prioritized optimizing the website for search engines, crafting buyer-specific content, and developing tools that empower their marketing team to iterate and expand independently. The result was a dynamic and user-friendly platform designed to resonate with carriers and brokers while delivering measurable business outcomes.
- Unified Collaboration: Conducted workshops to align technical and business teams, ensuring consistent goals for design and messaging.
- Modular Web Design: Built a flexible and scalable website framework for easier updates and long-term usability.
- SEO Optimization: Identified high-intent keywords and optimized the site structure to improve rankings for PCS’s target audience.
- Persona-Focused Content: Crafted audience-specific content addressing the unique pain points of carriers and brokers, driving engagement.
04. Results
Unlocking
Significant Growth
with a Unified Strategy
The website redesign delivered measurable results, boosting PCS Software’s visibility and strengthening their online presence. By aligning teams and addressing user needs, the site achieved over 17,000 additional visitors within six months, along with marked improvements in search rankings and lead generation. These results validated the effectiveness of the strategy and highlighted the importance of collaboration.
One standout achievement was PCS’s ability to attract higher-quality leads through tailored messaging. For instance, their SEO-optimized content generated more inquiries from brokers and carriers, directly contributing to a 30% improvement in lead conversion rates. By combining analytics with client feedback, PCS refined its ongoing strategies to build on these successes.
Website Traffic
17,000 additional website visitors post-launch, reflecting a significant increase in engagement.
Search Ranking
155+ position improvements in search engine rankings, driving more traffic to the site.