Rewire for Success

Describing Vannessa McCamley, CEO of Rewire for Success isn’t hard. She’s driven, smart, capable and never slows down.

These attributes have led her to build a successful career as a keynote speaker, coach, and author.

However, her business was facing multiple challenges:

• The website had vast amounts of content, but wasn’t structured in a way that users could take action on her offers
• Her business name at the time, LinkSuccess was outdated and sounded more like an SEO company than a neuroscience-backed professional services firm
• The site received an ‘F’ for performance – ensuring poor showing in search results
• While Vannessa was diligent in creating content, it wasn’t optimised for the keywords her target audience used to search for her type of services
• Speaker bookings were experiencing an industry-wide slowdown

As a result, Vannessa was putting an enormous amount of personal time into drumming up business, rather than letting her content, her website, and her online marketing do the heavy lifting.

We realised that Vannessa’s approach to business online needed a ground-up overhaul.

From there we wanted to review every aspect – the business name, the products & services offered (and how they’re framed), the consistency of content and structure throughout the site, the blog content, her value-added downloads… everything.

No stone left unturned!

Fortunately, Vannessa is an ideal client – engaged in the process, wanting to contribute and willing to put in the effort to make sure the end result reflected her and her business.

In one of those observations that can only be made as an outsider, we suggested that since she was now well-known for the title of her book, “Rewire for Success“, that her business name should probably be that, rather than the far less descriptive ‘Link Success’.

Using the lens of her expertise in neuroscience, we worked with Vannessa through our Content Coach process, designed to produce smart, aligned, actionable and SEO-friendly copy throughout the site, and migrated many of the excellent info-graphics she’d had developed previously.

That content was then utilised throughout our Nova Ascent Framework – a web structure for businesses to produce consistent, easy-to-navigate service pages that are designed to educate, inform, built trust, and prompt users to take action. The framework is specifically created with speakers, authors, coaches, and educators in mind.

Finally we pre-loaded the site 4 new downloadable resources and 200 new targeted blog posts, scheduled to be delivered over the subsequent 90 days to provide Google with ongoing proof of new activity.

Within 45 days of launch, Rewire for Success was already seeing a strong trend towards extremely relevant search terms that are critical to her success in this niche. For the term “Neuroscience Keynote Speaker”, Rewire for Success has stormed up the rankings from position 83 to 13 in just 45 days (and we expect further improvement). An additional 90 keywords are already associated with the site, almost exclusively non-brand terms, and the site has already been featured in Google’s “Discover” results.

The new site is seeing strong engagement, with 462 active users in the month following launch, each viewing on average 3.5 pages – an exceptionally robust response to the new structure – keeping users on the site and engaged.

As is ideal, the service landing pages are seeing the most traffic, ensuring users are being directed to the right ‘silo’ for their interests.

And performance has been improved from an ‘F’ grade to an ‘A’ grade, going from a leisurely 7.1s load time to a snappy 892ms!

As Rewire for Success continues to mature as a site, we’ll update this case study with the ongoing improvements – but it’s an extremely strong start for a brand-new site.