How WaitWell boosted brand credibility

At a glance

Challenge

• Attracting enterprise clients as a startup
• Refining brand positioning and consistency
• Building a scalable, futureproof website

Solution

• Brand development
• Brand guide for consistency
• Goal-aligned website design

Results

• 30% higher organic traffic
• 91% increase in ‘Talk to Sales’ pageviews
• 74% lower interactive demo bounce rate

Breaking into a new market can be a challenge, especially for a startup with limited reach and even less runway. But WaitWell knew that building trust among early adopters and potential investors was vital to their long-term success.

That’s why WaitWell invested in their branding and website early. They needed strong branding that resonated with enterprise-level clients.

WaitWell also needed ‘rules for the road’ to establish cohesive and consistent visual design standards. And their website had to capture this refreshed identity, clarify the platform’s value for ICP, and deliver a seamless user experience.

To pull off the ambitious brand and web project, WaitWell partnered with Tiller.

Brand development and documentation

Through a series of workshops, Tiller helped WaitWell cement their positioning and value proposition. We leaned heavily into how WaitWell’s solution improves operational efficiency and customer satisfaction for busy service locations across verticals, including registries, hospital waiting rooms, university campus services, doctor offices, and more.

With this positioning as our North Star, we crafted a strong brand identity for WaitWell. Brand work included: an updated logomark, designed to be visually striking and memorable; a bold color palette to move upmarket with confidence; key messages to appeal to an enterprise audience without alienating SMB buyers; and a brand voice guide to align communication.

We packaged all of this work up into a brand guide that brought cohesion to WaitWell’s messaging hierarchy, brand identity, brand voice, and brand-in-use examples.

“Everything was so well structured and organized by Tiller to keep us on track. It made the lift on our side much lighter than we anticipated,” says Shannon Vander Meulen, Co-founder & CMO.

Strategic, high-performing website

WaitWell’s robust platform has solutions for queue management, appointment bookings, virtual meetings, operational analytics, event ticketing, and service workflows. We expanded the sitemap to demonstrate the full breadth of WaitWell’s offering, building bespoke pages for each use case. We also built pages and crafted specific messaging for different company sizes (enterprise or SMB) and industries (healthcare, government, higher education, and more).

Wole Olayinka, WaitWell’s Web Content Manager, says, “Team Tiller understood our business needs and delivered in the form of precise and engaging copy.”

The entire website is built to be easily scalable without a dedicated dev team and search engine optimized to improve brand visibility in search. Every page makes heavy use of proof points — stats, case studies, and testimonials — to amplify WaitWell’s credibility.

Tiller’s B2B SaaS expertise and strategy helped WaitWell improve brand credibility and move upmarket. Now, the Calgary-based startup is better equipped to scale up and communicate consistently across channels while it does so.

Wole says, “The quality of the work is evident in the visually appealing and user-friendly website we have. Their understanding of WaitWell’s business and product, especially from a copywriting and content design standpoint, is reflected in the clear and compelling content, and we’re quite happy with it.”

Within one quarter of launching the new branding and website, WaitWell saw a noticeable uptick in website traffic, user engagement, and content performance. Most significantly:

• 30% higher organic traffic
• 91% increase in ‘Talk to Sales’ pageviews
• 74% lower interactive demo bounce rate

“Tiller successfully adhered to all project timelines, completing the work on schedule, and ensuring a largely smooth transition to the new website,” Wole says.