Virtual Gurus brand and web refresh drives 2X more conversions

At a glance

Challenge

• Prioritizing social mission in web and brand
• Attracting and converting enterprise clients
• Guiding users to relevant information

Solution

• Revamped mission-aligned copy and visuals
• Elevated brand identity and clear guidelines
• Nested pages that address specific user goals

Results

• 2X conversions post-launch
• Top 100 in list of Canada’s Top Growing Companies
• #1 virtual assistant platform in Canada

To quote CEO Bobbie Racette, Virtual Gurus has a “crazy strong social mission” to provide employment opportunities to underrepresented individuals by matching businesses with skilled Canadian and American virtual assistants.

But before Tiller, their website copy, visual branding, and overall feel didn’t fully communicate that mission or attract Virtual Gurus’ target audience.

Some of the issues included:

• Branding that felt “small and playful” and didn’t resonate with enterprise leads
• Unclear user journeys that made it difficult for leads to find relevant information
• Lack of clarity and cohesion across website copy, imagery, and color palette
• Too much text targeted at search engines vs. actual users
• Lack of differentiation vs. competitors, both in terms of social proof and a clearly communicated social mission
• Difficulty managing content due to a website built with Webflow

Elevated brand identity

With Tiller’s help, the brand evolved into something friendly, collaborative, informative, and energetic.  Expanded color palettes and new graphics struck the right balance between playful and professional, to communicate that Virtual Gurus is built for everyday people, but more than capable of serving enterprise.

We developed robust brand guidelines to make it easier for Virtual Gurus to communicate brand identity and apply the brand properly across website, sales, and marketing materials.

After the rebrand, the VP Marketing at Virtual Gurus said, “Our new brand is vibrant and strikes that right balance of personality and professionalism. It’s a distinctive visual identity we can really own.”

More control, more consistency

On the backend, we integrated the website with WordPress instead of Webflow. With WordPress, the Virtual Gurus team enjoys convenient content management reined in by strategic constraints. This makes it easy to edit the website without compromising brand identity—which is critical as the company continues to grow and the website scales up.

Mission-focused user journeys

As we applied the evolved brand to the website, we focused on clearly communicating Virtual Gurus’ core beliefs through copy, design, and imagery. This included using photography throughout the site to highlight the diversity of the virtual assistant pool. We also made streamlined user journeys by:

• Introducing the Find Gurus page which makes it easier for clients to connect to gurus.
• Nesting nine virtual assistant pages (e.g., Executive Virtual Assistant, Social Media Virtual Assistant, etc. within Find Gurus to help leads find goal-aligned connections.
• Adding dual CTAs that invite leads to take the next step that’s right for them — either selecting gurus through a self-serve portal or booking a free consultation to learn more.
• WordPress integration enables quick, scalable content management with meaningful constraints to help the Virtual Gurus team avoid unintentional shifts in branding.

“Be bold, be brave, and be yourself.” That’s the message Racette shares with women entrepreneurs.

Now her website embodies that message — and it’s resonating. Within a few months of launch, conversion rates had grown 2X.

Today, Virtual Gurus is thriving. In 2023, they reported revenue growth of 512%. They placed in the Top 100 on the Globe and Mail’s list of Canada’s Top Growing Companies in 2023. And according to Racette, Virtual Gurus is now the largest virtual assistant platform in Canada and the fourth largest in the US.