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Aileron

CLIENT

Aileron

 

INDUSTRY

Professional Consulting

 

APPLICATION

UX Design, Web Design, Videography

Aileron focuses on helping business owners grow their business strategically by helping them refocus on what they need to build better versions of their businesses as they exist today. The nonprofit organization helps business leaders by removing layers of superficiality to get at the core of what drives success.

 

For all that the organization focuses on strategy, their website wasn’t doing them any favors, primarily because it was lacking a strategy of its own. Although it was flush with great content, sprinkled throughout a significant number of pages, the journey was missing, leaving users to wander the site without clear direction.

Wilderness provided Aileron with a website refresh that infused a new design and color palette and refocused its content and provided a clear path for site visitors to follow.

 

Providing a clear website hierarchy gave users the direction they were craving as they moved through the site closer to conversion. Added value and provided resources helped to tell Aileron’s story as users moved closer to a decision to enroll.

 

Wilderness also worked to integrate a custom API into the framework of the website, so Aileron could tie conversions into its CRM and better manage the relationship they had with clients and prospects after they’ve converted on the website.

Aileron also needed to expand its reach and attract new business owners into their funnel in order to succeed at its own business model.

 

This was dependent on attracting more business owners to classes and workshops. Wilderness suggested an aggressive content strategy to Aileron that focused on leveraging their clients’ success stories to create valuable content that could be used to attract new prospects to their services and help convert them to clients when they got to the site.

The strategy centered on video interviews filmed with Aileron’s clients, their journey through the program and the successes they’ve experienced since working with the nonprofit.

 

After producing the videos, Wilderness worked to expand a partnership with Forbes, through which the video content and blogs could be posted and expand Aileron’s reach, exposing the organization’s value to a large-scale business audience and attract them back to the Aileron website.

Because the video content also provided actionable value to Aileron’s potential audience, the B2B content strategy could be used as a guide for Aileron to repackage that content for blogs and social media posts, giving the interview content longevity beyond its video format and saving Aileron time, giving their internal staff tools to continue adding value and remain a fresh resource of valuable business advice well after the site was launched.