How a 48-hour brand audit solved the "LinkedIn star, website disaster" problem that was killing conversion rates

The challenge

Korero's founders are recognized thought leaders in hospitality - their LinkedIn content gets massive engagement, they speak at industry events, and they're building a strong personal brand. But something was wrong with their website conversion rates.

The marketing agency problem: Great social engagement wasn't translating to website conversions. Traffic was coming from LinkedIn, but visitors weren't taking action.

The misalignment mystery

‍What we discovered: The founders were writing and speaking like innovative hospitality thought leaders, but their website sounded like every other HR tech platform.

‍LinkedIn content: Bold, human-centred, conversation-focused insights about workplace transformation

‍Website content: Generic "platform facilitates regular performance conversations in an efficient digital format"

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The subtle brand killers

• Website positioned them as HR tech providers, not hospitality innovators
• Generic SaaS language buried their industry expertise
• Technical features overshadowed their conversation-first philosophy
• No connection between their thought leadership and their solution
• Website visitors couldn't recognise the LinkedIn experts they followed

What the audit revealed

Hidden strategic assets

• Two decades of hospitality transformation experience - completely missing from website
• ‍"Conversation-first career development" positioning - buried under HR tech jargon
• Industry thought leadership -disconnected from brand messaging
• Human-centred approach - overshadowed by technical feature lists
• ‍Purpose-driven foundation - invisible to website visitors

 The core problem: Their most valuable marketing asset(thought leadership credibility) wasn't connected to their conversion asset(website experience).

Solutions & tools provided

1. Category redefinition strategy

• FROM: "HR tech platform that replaces performance reviews"
• TO: "Conversation-first career development platform"
• DIY framework: Clear positioning that aligned with their thought leadership voice

2. Voice alignment toolkit

• Extracted authentic messaging from founder LinkedIn content
• Bridged the gap between social presence and website experience
• DIY tools: Voice guidelines that connected thought leadership to conversion copy

3. Message-market alignment

• Connected hospitality expertise to broader career development market
• Positioned technical features within conversation-transformation narrative
• DIY Implementation: Specific copy blocks that maintained thought leadership credibility

4. Conversion optimisation framework

• "Who we're for" / "Who we're not for" messaging that matched LinkedIn audience
• Self-assessment tools that connected social followers to website visitors
• Client qualification process that leveraged thought leadership positioning

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The incremental impact

Immediate changes Korero made:

- Updated homepage to reflect "conversation-first" positioning from audit

- Connected founder LinkedIn presence to website brand experience

- Started using authentic voice from social content in website copy

- Implemented qualification messaging that filtered for right-fit prospects

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Business results:

- Website messaging now matches the thought leadership that drives traffic

- Clear connection between LinkedIn expertise and business solution

- Improved visitor understanding of the value proposition

- Foundation for continued incremental improvements

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Marketing performance benefits:

- LinkedIn traffic now hits messaging that reinforces expertise rather than contradicting it

- Thought leadership content supports conversion instead of creating confusion

- Website experience matches expectations set by social content

- Qualification messaging attracts serious prospects who value conversation innovation

The catalyst effect

After implementing the audit insights incrementally, Korero's founders realised they needed to completely align their website experience with their thought leadership success. The audit became the strategic foundation for a comprehensive website redesign that fully leverages their social media authority.

Agency takeaway

"This is the classic 'LinkedIn A lister, website C lister' problem many agencies face. The audit revealed that Korero's biggest marketing asset - their thought leadership credibility - was actually being undermined by brand misalignment. Small incremental changes based on the audit insights dramatically improved how their social media success translated to website conversions."

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Audit Duration: 48 hours
Client Investment: One-time audit fee
Implementation: Incremental improvements using the provided strategic framework
Marketing Impact: Social media authority now supports conversion instead of creating confusion

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