Link2Compliance was launched with the purpose of becoming a Certified 3rd Party Assessor Organization (C3PAO) qualified to perform Cybersecurity Maturity Model Certification (CMMC) assessments for defense contractors. The company was founded by individuals who are affected by the new framework in multiple ways, the founders themselves being primarily owners of other businesses that will themselves need to be compliant. Link2Compliance seeks to be at the forefront of providing these assessments, especially to smaller contractors in the Midwest.
Situation: The New Website Needed To Begin Gathering Leads In A Shifting Environment
Link2Compliance began their project knowing that they could not yet perform assessments. In fact, the CMMC framework itself was not yet finalized, so the client’s competitors were in the same situation. However, a website was necessary so that Link2Compliance could establish credibility, get their website noticed by search engines, gather marketing-qualified leads (MQLs) and recruit more staff.
Solution: A Compact Website with Expert Content and HubSpot Integration
To begin, Windmill worked with the client to define audiences and a brand voice. A simple, logical sitemap was developed, each page containing valuable content, such as a lengthy FAQ page, a CMMC checklist and a vocabulary page explaining definitions, acronyms and terms.
The two primary audiences were defined as 1) owners of small-to-medium (fewer than 300 employees) companies with DoD contracts, either as the main contractor or a sub-contractor, and 2) potential employees already certified in C3PAO or looking to become certified. Another audience consideration: companies consulting with contractors to help prepare for CMMC certification, since the consultants cannot also perform the audit for their customers.
Our copywriter was already knowledgeable about CMMC topics, which was helpful, even though the framework itself continued to change and the copy had to be updated. For example, at the start of the project, CMMC 1.0 had five levels of certification, but by launch, CMMC 2.0 turned out to have only three levels.
We built the Link2Compliance website within a simply styled WordPress CMS, integrated with HubSpot to help track leads. A CTA on each page, intended to attract MQLs, acknowledges the complexity of compliance and invites users to connect with a specialist.
The website was created to be flexible and able to grow with the client’s needs going forward. To jump-start marketing and outreach efforts, we also developed a custom Digital Marketing Strategy Quick Start plan to provide the client with an SEO roadmap for the first several months after launch.
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