Overview
Chordify is a Silicon Valley software company that's been in business for 14 years, mostly relying on word-of-mouth to grow. Despite having a strong product and a smart team, their CEO had built up 20k LinkedIn followers with little to show for it in terms of qualified leads.
Goals
Chordify wanted to attract larger clients with bigger budgets to spend. Instead, their messaging kept pulling in the wrong crowd- smaller, pre-seed startups with low-budget projects.
Challenges
- Messaging that didn't match the business
Chordify is a software company, but their positioning gave off the impression of an HR firm. Even with a large following, their CEO was getting all kinds of unqualified leads—including a 70-developer company asking about investment opportunities.
- No clear signal for who they actually served
Without a specific target client baked into their messaging, Chordify's content and website attracted volume, not fit—leaving their CEO to sort through the noise manually.
Strategies
- I spent 6 hours interviewing Chordify's staff to understand how they actually helped clients, beyond the surface-level pitch.
- I researched their competition to find angles and positioning their competitors weren't using.
- I interviewed their management, to discover exactly who they wanted to work with.
- I then wrote Chordify's new website copy, rebuilding it to speak directly to that specific client and position their product as the way out of that client's biggest problems.
Here’s how their old website look:
But their new website doesn't try to appeal to everyone:
It speaks to one kind of client, clearly, and it shows them exactly how Chordify solves their specific problem. Chordify started getting noticeably better qualified leads within three weeks of the new messaging going live.
That's the power of clarity.
It cuts through the noise and gives the right prospects a reason to actually resonate with you, even if it means fewer leads and less engagement overall.