PickFu was founded in 2008 — and in 2021, the website had shown its age. Undertaking a complete overhaul of the marketing site and the product, the site relaunched with brand new copy, visuals, and a reimagining of the underlying site architecture.

Charles Ave provided content guidance, copywriting, creative direction, and project management throughout the site’s planning, execution, and promotion.

Post-launch, the average time on site more than doubled.

Announcement email

This email was sent to announce the site redesign to existing customers and leads and to offer a discount for trying the new product.

Announcement blog

This blog post outlined the major changes made to the website, including the people-first strategy we adopted through easier-to-understand language and a human-centric visual style (instead of cartoonish characters).

Redesigned homepage

Everything, from the navigation to the content to the underlying site architecture, was relaunched. Charles Ave Marketing provided copywriting and editing to almost all of the site content, including the industry and product pages, pricing overview, and “How it works” pages.

Sample social post

Our social channels (LinkedIn, Facebook, Instagram, Twitter) all announced the site redesign and invited users to come and see the changes.

Follow-up email

The second email in the series invited feedback on the site changes through a user survey.

Final email

The third and final email gave a last chance for feedback, as well as a response to the feedback that had been received thus far.

Post-launch case study

After we launched, ButterCMS, the content management system we used in the site redesign, featured PickFu on its website.