Man holding a phone with the Greenshades app open in a blue background

About the project

Running payroll in real time in-house, from anywhere

Greenshades is a business-to-business software company that specializes in providing payroll tax solutions and compliance solutions. They offer a range of services, including payroll processing, tax filing, and human resources management tools.
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The Challenge
Even though Greenshades offers a user-friendly cloud-based solution that has won the loyalty of over 4 million customers. The company operates in a fiercely competitive market where rivals make it challenging to expand their customer base and improve visibility. Additionally, Greenshades faced hurdles in terms of low brand recognition and an outdated online presence that failed to convert potential leads into actual sales.

Read on to discover the full Greenshades digital transformation, the results of this project was mind blowing! 🔥🔥🔥

My Role

Brand Design

UX Design

Webflow Development

Google PPC

Linked In Ads

Event Materials

Source

View Live Site

A picture of a woman with laptop open who has landed on the Greenshades website

Visual Identity

Although the previous brand boasted an adorable logomark featuring a "G" donning a green visor, it required a significant update to compete in the marketplace and establish trust. The logo colors and all scalable versions of the logo were revamped, and new keynote messaging was developed. To ensure consistency among Greenshades' employees and partners, a brand guide was established and distributed.

Colors

#0D9389

#85C441

#0A8944

#214622

#062A47

Logos

Creating a website focused around lead generation

At the start of the Greenshades project, CEO David Rosas shared with me that the website had never yielded significant leads and that he doubted it ever would. This spurred me to prove him wrong in the best way possible - with real results.

Overall Workflow
To begin the Greenshades project, a comprehensive user experience (UX) assessment was conducted to gain insights into how customers perceived them, including the value propositions, brand positioning, culture, and user validation. Based on the obtained information, the website was redesigned in a manner that would resonate with the target audience and prompt them into action.

In addition to the website redesign, several digital strategies were deployed, including focusing on specific keywords for Search Engine Optimization (SEO) and positioning, as well as implementing a unique Pay Per Click (PPC) strategy that prioritized Conversion Rate Optimization (CRO) techniques.

example of multiple UI/UX designs from the Greenshades web design project

Measuring Success

To measure the success of the SEO, PPC, and digital campaigns, several KPIs were established and tracked. Heat maps were also utilized to gain insight into the website's user engagement and interactions. For campaigns, unique UTM codes were generated and monitored in both the CRM and Google Analytics.

Here are some of the SEO examples that Greenshades ranks page 1, result 1:

Example of number 1, rank 1 organic SEO positioning for Greenshades term "Payroll integration for Great Plains"

Example of number 1, rank 1 organic SEO positioning for Greenshades term "Life event management software"

Example of number 1, rank 1 organic SEO positioning for Greenshades term "Year-end forms software"

The Results

While it took Greenshades twenty years to acquire two million customers nation wide, in 2022 it took only one year after all changes were implemented to double this to four million customers nation wide.