HomeGuide

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.

Read what Tom Grupa, CEO and founder of Liaison, Inc. (HomeGuide), had to say about my work with the company.

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.