Excella.com
When DC area tech firm Excella redesigned their website, they prioritized user experience, featuring streamlined, modern design and minimalist content. As the content lead, I created new SEO-optimized content across all pages, in addition to meta descriptions and title tags.
The new content uses updated messaging and a smart, confident brand voice to reflect Excella’s passion for technology and problem solving. A conversational, approachable tone differentiates the medium-sized company from the formality of more traditional competitors.
The homepage immediately captures the visitor’s attention with a bold statement: “Solve for today evolve for tomorrow.”
The header section establishes the website’s direct and personal tone (visitors are “you” and “yours,” while the company is “we” and “us”) and short, active sentence structure. Down the page, each section features engaging buttons (“Let’s Go”) and CTAs to emphasize action and guide visitors to relevant content.
The majority of site visitors are not ready to buy, but do want more information. Content on these pages is outcomes-driven: proof points, links, data, and real-life examples to “show” rather than “tell” visitors about the company’s market expertise.
Brief descriptions show how Excella’s partners use the individual capabilities to achieve results—e.g., “Our partners are replacing outdated technology to drop processing time by 30% and reduce manual intervention by 80%.” Action-oriented buttons (“Harness your data,” “Modernize now”) drive visitors to individual capability pages.
To appeal to both technical and non-technical personas, the highly technical capabilities are presented in a simple, accessible way: short sentences, bullet points, numbering, and call outs slice technical approaches into consumable, user-friendly content.
Like customer- and prospect-facing pages, the careers page uses a direct and inviting tone (“Join a community of experts,” “work with us”). However, the content is even more informal to give job seekers a taste of the outgoing Excella culture.
The content appeals to the types of candidates the company wants to attract: friendly, passionate, and committed—e.g., “We believe in the people who power technology. Because a career in technology is more than a job—it’s a chance to help people realize their future.”