The Consultant Timesheet Postmortem

Published {$created} by Carsten Blum

As CEO, I believe in transparency. Recently, we experienced a period of slower-than-anticipated growth. A postmortem revealed a significant oversight in our marketing strategy - a failure to specifically target 'timesheet software for consultants.' While Nureti’s core functionality appealed to a broad range of users, neglecting this critical segment cost us valuable opportunities.

Initially, our messaging focused on Nureti’s flexible time tracking features: quick registration via stopwatch, a calendar view, and the ability to create invoices directly from tracked time. These are all vital components, as detailed in our time tracking quick-start guide, and remain strengths. However, our keyword targeting was too generic. We were casting a wide net and failing to connect with the specialized needs of consultant time management. Consultants need detailed reporting, project tracking capabilities, and often need to demonstrate compliance with regulations like the EU Working Time Directive – areas where Nureti excels, but which weren’t effectively communicated. Our EU working time directive compliance documentation, for instance, sat largely unread.

The Fix: Focused Messaging & Targeted Content

The solution involved a significant shift in our content strategy. We began creating content specifically addressing the challenges faced by consultants: managing multiple projects, accurately billing client hours, and ensuring regulatory compliance. This included revamping existing blog posts and crafting new ones focusing on detailed project time tracking and report generation – features highlighted on our statistics widget dashboard. We also intensified our efforts to highlight Nureti’s ability to create freelancer time tracking reports.

Furthermore, we adjusted our SEO strategy to incorporate targeted keywords and phrases. We now explicitly focus on 'timesheet software for consultants', ‘freelancer consultant time tracking’, and ‘independent contractor invoicing’. We also expanded our content related to compliance, making it more accessible and understandable. The results have been encouraging. We’re seeing increased traffic from consultant-focused searches, and a corresponding rise in conversions. Our pricing page is also seeing more focused interest as potential customers understand the value proposition.

Key Takeaways and Future Direction

This experience underscores the importance of deeply understanding our target audience and tailoring our messaging accordingly. While Nureti's versatility is a strength, it’s crucial to articulate its value proposition to specific user groups. Moving forward, we’re implementing a more granular approach to audience segmentation and content creation. We're also continuing to invest in educating users on complex topics like the EU Working Time Directive, ensuring we’re not just selling software, but also providing valuable support.