HomeGuide is a nationwide platform that connects homeowners with contractors and other home service providers near them.
I was hired by Liaison, Inc., HomeGuide’s parent company, to build their content operation from the ground up.
Goals: Build the brand into a trusted authority in the home services industry, increase customer conversion rates, and increase provider sign-ups for the company’s all-in-one booking and CRM platform (SaaS).
Challenges: HomeGuide has two distinct audiences (homeowners and service providers), requiring different content strategies and unique copy approaches. We were also up against billion-dollar competitors.
My tasks:
- Develop and successfully execute a comprehensive content strategy.
- Recruit and manage a team of writers and editors.
- Research and write website articles and other copy, and edit content written by the other writers.
- Create and manage the editorial calendar, style guide, and workflow.
- Monitor performance data and optimize our content for SEO and AI/GEO.
Outcomes
- Our content generated millions of visitors per month in organic traffic.
- Conversions generated millions of dollars in annual revenue.
- Our content was considered so authoritative Google itself expressed interest in licensing it.
Market research & content strategy
My process included extensive competitor analysis, SEO research, topic research, and customer and provider interviews. This research turned up important discoveries:
- Initial research indicated articles about the cost of individual home improvement projects and services would have a significantly higher conversion rate than other informational articles. This guided the content strategy, and our performance data confirmed it.
- Our customers preferred a professional brand voice and a straightforward, “no-fluff” approach.
Copywriting samples
I wrote more than 250 articles for HomeGuide and edited more than 600 articles written by other writers on the team. The articles below represent a small sample of that content. Each article required in-depth technical research, SEO and GEO research, and extensive cost data gathering.
