Subtext Digital Agency—Case Study
From project shop to digital experience consultancy with a 2‑year lead pipeline
The Challenge
A steady stream of small projects and dependence on a single large client left the agency exposed. The brand lacked a sharp position and the website wasn’t engineered to convert qualified opportunities at scale.
Objectives
Reposition Subtext from a generalist project shop to a digital experience agency with a clear promise and audience focus.
Build a website that proves the brand with clear CTAs and short forms that convert interest into pipeline.
Reduce client‑concentration risk by diversifying the portfolio and elevating deal quality.
Use the B Corp certification path to differentiate in a crowded market and codify values.
Snapshot
Industry/Stage: Digital agency pivot • Repositioning and website relaunch
Role: Senior Digital Strategist (in-house)
Approach: Brand storytelling, data‑driven UX, technical development
Timeline: Multi‑phase program (brand → site) with growth sustained over 24 months
Differentiator: Pacific Northwest
Highlights: Pursued B Corp certification path to signal values and market differentiation
Services:
Brand Strategy
Positioning & ICP
Content Strategy
Information Architecture
Copywriting
Website Strategy
What We Delivered
Positioning + Target Audience Workshop
Facilitated multi‑session alignment to define who we serve and the outcomes we own.
Brand Strategy + Messaging System
Articulated the ethos (a "digital experience agency" with a singular focus on building a better web that connects people to useful, honest information).
B Corp Differentiation Initiative
Assessed feasibility; created a certification roadmap to reinforce employer brand and community impact.
Wireframes + Visual Design Partnership
Led wireframe strategy; partnered with creative on style boards, web design, and the final web style guide.
Lead System & Call-to-Action
Implemented multiple, plain‑English CTAs and short forms; clarified intake to feed the pipeline.
Content Strategy + Information Architecture
Structured the site around buyer journeys; mapped content requirements; defined templates and page assignments.
Website Copywriting
Drafted and iterated copy across key pages to the approved brand voice through leadership and legal reviews.