Worldpay’s total content rebuild
When Worldpay acquired SecureNet, they took possession of their innovative technology and API. Paired with their own direct acquirer distribution advantages, this packed a powerful punch. As Worldpay’s service offering expanded, their story needed to change along with it. They came to us to craft them a new narrative and web presence that simplified the myriad of complexities associated with their organization, industry, and capabilities.
The approach
Simplification across the board
As an enterprise client with multiple business units, multi-layered processes and all the complexities of having recently acquired a number of business entities, a successful and impactful experience required complete buy-in and streamlining of both its UK- and US-based business operations.
Uniting disparate business units
We facilitated key meetings, discussions, and content approval from CMOs, sales, technical and UX operations stakeholders from around the globe.
Digging deeper into paid search
We immediately took the reigns of Worldpay’s paid search program, eliminating third parties and implementing a more customized, hands-on approach to campaign development, monitoring and optimization.
A website built for merchants
To provide a clear and simplified experience free from Worldpay’s internal complexities, we reorganized and delivered content to users based on a persona-driven approach. We elevated calls-to-action to improve qualified lead generation and engagement, incorporated new content to align combined offerings, and ensured a unified Worldpay brand voice and tone.
“The biggest challenge of this rebuild was re-architecting an extremely broad range of products and services while connecting them to the needs of the merchant—businesses ranging from small to large, globally located to digital only—as well as ensuring that the leads generated from those largely varying business types were directed to the proper division within our clients global company.”
The work
Wrangling content around the globe
We were able to bring together disparate business units from across the globe with one shared goal — projecting Worldpay’s expertise in payments and expressing their new capabilities to merchants, developers, and partners.
Optimized and personalized
The new user interface we created from the ground up to address the specific needs of a set of targeted personas that we developed.
An updated roadmap
The new site helped reroute leads to the appropriate business units quickly and efficiently.
Fresh content
We used the new personas to update and refresh all content. Our new story worked for a variety of users—from the large corporations to the mom and pop shops.
