Ridgeline International

While working at Ridgeline, I spearheaded the project to develop a new corporate website. The main strategic goals we set were to position the company as a leader in their space, use the website as a marketing and lead-gen tool to make closing prospects easier, and to help hiring initiatives.

I was the lead on this project, and put together the strategic plan, the tech stack, the copywriting and branding, and handled design and development. Our goal was to improve the previous website, which did not reflect the company’s brand, their USP, and had poor technical performance.

There was a long process to get the technology stack vetted and approved by the company’s in-house Technical Review Board. I had to put together a presentation and argue my case to use each tool, as Ridgeline takes security extremely seriously.

My main pitch was to use a CMS and a static site generator (JAMstack approach). This would allow the website to have virtually zero attack vectors, as the final output would be static files with no database or server to hack into. I also wanted to use a familiar CMS to make content editing easy for other stakeholders, like our Head of Marketing, and Graphic Designer.

We successfully got the technology approved, and moved onto the branding and copywriting work. Ridgeline operates in a relatively new niche called Digital Signature Management, so my challenge was to simplify the technical knowledge to “5th grade” level, while still appealing to their target market, which includes Government Agencies, Defense, and Enterprises.

We also had a curveball halfway through development when leadership made the decision to start publicizing certain products and solutions, that previously were only brough up to vetted leads. We re-worked our sitemap to add a new Solutions page, that listed some of the new Products they wanted to reveal to the world. We put together Product pages that used simple, punchy copy, and a mix of screenshots and custom graphics.

It was a fun challenge writing copy for these various technology topics and I got to really dig into all our products with our Product Leads and other SMEs. I also implemented a Blog (”Articles”) onto the website, to help build our brand positioning, and further our SEO efforts. I wrote many of the articles here, and some were massive successes.

After the successful launch of the website, we began work on a long-term digital marketing strategy, that involved a mix of Paid Search, Technical SEO, Content Marketing, and PR.

Highly Custom WordPress Install (On-Premise)

Static Site Generator

Astra Theme

Elementor