MSP Easy Tools
Modernising Marketing for a SaaS Brand
Client
About
Sector
Team Size
Website Redesign
HIGHER DEMO CONVERSION
POSITION-ONE RANKINGS
“Jake did a brilliant job of sorting out our marketing strategy – from making sure our SEO was right to content, visibility and everything in between for our website and social media.
Jake really took the time to get to know how our business worked and our ideal customer.
I would highly recommend if you want to take things to the next level.”
- Jean Eardley | Director
- MSP Easy Tools
The Challenge
As MSP Easy Tools prepared to introduce its new offer for non-MSPs, it needed to put the right marketing foundations in place. The business had never worked with an external marketing partner before, so there was no clear strategy for how the platform should be positioned, who the priority audiences were or how marketing activity should support growth.
The wider digital presence also needed work. Social media had been largely inactive, the brand lacked a consistent identity and there were very few usable assets for day-to-day marketing. The website felt dated, had limited SEO structure and included several user journey issues that made it harder for prospects to quickly understand the product and find the right information.
Key Challenges
- No clear marketing strategy or go-to-market direction.
- No defined audience profiles or messaging structure.
- Social media channels were largely inactive.
- No consistent content approach to build visibility over time.
- A fragmented brand with no clear guidelines or reusable assets.
- An outdated website with several user experience issues.
- Limited SEO foundations to support organic search visibility.
What we Did
Before creating content or making changes to the website, we needed to give MSP Easy Tools a clear marketing direction. There was no existing strategy or marketing documentation to build from, so the first step was to define who the business was speaking to, what those audiences cared about and how the software should be positioned.
We mapped out the target audiences for each side of the offer, including their pain points, buying triggers and the problems the software could help them solve. This gave us a clear base for the wider work: a more consistent brand, a focused social media strategy and a website built around the way potential customers actually search for and assess the platform.
Strategy
We created detailed target customer profiles for MSP Easy Tools and its business-focused offer. These covered the types of companies the platform is best suited to, the people involved in the buying decision, their priorities and the challenges most likely to push them to look for a solution.
From there, we built a go-to-market messaging map. This set out the main talking points, product hooks and differentiators for each audience, giving MSP Easy Tools a practical reference point for its website copy, social content and future campaigns. Rather than starting from scratch each time, the business now had a consistent way to explain what it does and why it matters.
Social Media Management
Once the strategy was in place, we used it to bring the company’s social media activity back to life, with LinkedIn as the main focus. We created a content pillar strategy based on the questions, frustrations and priorities of the audiences we had already outlined.
This gave the business a more purposeful approach to content. Posts were not created simply to keep the page active. Each one had a clear reason for being there, whether that was explaining a common problem, showing where the software fits or helping potential buyers understand the value of the platform.
Brand
MSP Easy Tools did not have a usable brand toolkit when we started. We created a one-page brand guideline and developed a set of custom graphics and templates that gave the business a more recognisable look online.
These assets were used across LinkedIn, the website and wider digital activity. The aim was simple: wherever someone came across MSP Easy Tools, the brand should feel joined up and easy to recognise.
Digital & Web
The existing website needed a significant rework. It looked dated, the structure was difficult to follow and several parts of the user journey made it harder than necessary for visitors to understand the software. We refreshed the design using the new brand assets, reorganised the site and rewrote the key pages so each product offering was clearer from the moment someone landed on the website.
A major part of the work focused on technical SEO. We addressed the underlying issues affecting site health and put the right foundations in place for search engines to properly crawl, understand and rank the website. We also built dedicated transactional hubs for the main product offerings. Previously, some of these areas were too thin. The new pages go into far more detail, covering the individual tools, problems and use cases that potential customers are actively searching for.
Each page was mapped against relevant search terms, with the structure, headings and copy built around commercial intent. Once those foundations were in place, we moved into informational SEO: reviewing the existing blog library, improving the pages already bringing visitors to the site and creating new keyword-led content to grow visibility over time.
We also optimised the Google Business Profile. This gave potential customers another credible touchpoint when researching MSP Easy Tools and helped the wider digital presence feel more complete alongside providing indirect search benefits.
Finally, we set up data tracking and created a dashboard so the team could monitor website traffic, search performance and conversion activity in one place.
The Result
The first result was getting the strategic documentation completed. MSP Easy Tools now had a clear view of its target audiences, their pain points, the triggers that might lead them to search for a solution and the messages most likely to land with them.
That work became the reference point for everything that followed. Social content, brand assets, website copy and SEO activity were no longer being handled in isolation. Each part of the marketing plan was built around the same audiences and the same route to market. MSP Easy Tools now has a practical set of marketing documents that can be used across content, sales conversations, website updates and future campaigns.
With the strategy in place, we prepared and scheduled the first three months of LinkedIn content. MSP Easy Tools had previously done very little through social media, so the priority was to build a consistent presence and start reaching the right people regularly.
Within the first three months, the business saw a noticeable increase in visibility, engagement and clicks through to the website. MSP Easy Tools operates in a relatively niche space, so the focus was not on chasing large vanity metrics. The early results showed that the right people were beginning to see and interact with the brand.
Examples of LinkedIn content can be shown below.
For the digital and web side of the project, the biggest change was the website itself. MSP Easy Tools now has a clearer, more credible site built around the way prospective customers research the product. The site is also easier to navigate, with a stronger visual identity and a more direct route towards booking a demo.
The SEO restructure has delivered measurable progress. The site now has a healthier technical foundation, alongside more detailed transactional hubs for the main product offerings. These pages give potential customers a clearer understanding of each tool while targeting the commercial searches most closely linked to the platform.
Since the changes were made, the demo submission conversion rate has increased by 78%, while total monthly demos have continued to trend upwards. Several core search terms have also reached position one across the UK and US, including:
- MSP Tools
- Office 365 MSP Management
- Office 365 Monitoring Tools
Before-and-after examples of the homepage and pricing page can be seen below, although the entire website was revamped.
WHAT’S NEXT
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