CASE STUDY
GoCanvas
BlueBeam Task Link Campaign: Landing Page, Email, One-Pager
A cohesive multi-asset campaign that unified messaging across web, email, and sales collateral to support a new product push.
The Challenge
GoCanvas was preparing to introduce a new product capability and needed a clear, unified story across marketing, sales, and web. Their existing assets were fragmented, and internal teams were describing the product differently across channels.
They needed campaign messaging that:
Clarified what the new feature actually does
Made the value instantly understandable to busy operations teams
Connected website, email, and sales materials into a single narrative
Felt modern, punchy, and benefit-focused rather than technical
Positioned the update as a meaningful upgrade, not another incremental feature
The core issue wasn’t complexity — it was clarity and consistency.
The Approach
I mapped the entire customer journey to ensure every asset reinforced the same story from first touch to sales follow-up.
01 Messaging System + Core Narrative
I developed a unifying message:
Simple link. Faster workflows. Zero friction.
Everything orbited around ease, speed, and operational efficiency.
This included:
A primary product narrative
A benefits hierarchy
Modular copy blocks that could be reused across formats
02 Landing Page Strategy
The landing page was structured for quick understanding and conversion:
Clear value prop above the fold
Visual explanation of how Task Link works
A benefits section written for real-world scenarios
Use cases tailored for ops, field teams, and admin roles
A streamlined CTA strategy that pushed users to explore or demo
03 Email Copy
I wrote email copy designed to drive traffic back to the page.
Focus areas:
Clean, punchy subject lines
Short, scannable bodies with 1–2 key messages
CTAs that created natural click pathways
Messaging alignment with the landing page to build repetition
04 One-Pager for Sales
The sales collateral needed to match the tone but be even more concise.
I built it using:
A simple headline framework
A quick benefit breakdown
A mini step-by-step “How It Works”
Clean, skimmable formatting
This bridged the gap between marketing and sales without diluting clarity.
The Work
Deliverables produced:
Task Link Landing Page
A structured, conversion-driven webpage that explained the new feature in plain language, supported by a benefit-forward layout and reusable copy blocks.
Email Campaign
Short-form copy designed to:
Warm up existing users
Introduce the new capability
Drive clicks to the landing page
Reinforce the simplicity theme
Sales One-Pager
A clean, modern collateral piece that sales teams could use instantly in demos or follow-ups.
Messaging Cohesion
Across all assets, I ensured:
One consistent value prop
One consistent explanation of how Task Link works
One consistent storytelling angle
No duplicated or conflicting language between teams
The Outcome
GoCanvas received a fully aligned mini-campaign that made their new product push feel sharp, professional, and consistent across touchpoints.
They left with:
Unified messaging for marketing and sales
A landing page built to educate quickly
An email sequence that reinforced interest
Sales collateral that matched the brand tone
Modular copy blocks they can repurpose for future launches
Everything worked together to strengthen product clarity and reduce friction for internal teams.
Why It Worked
One Narrative Across All Assets
Users and internal teams weren’t hearing three stories — they were hearing one, repeated with intention.
Friction-Free Language
The messaging was built for busy operators, not tech insiders.
Modular Copy System
Every asset used copy blocks that could be reused and remixed, increasing consistency and reducing future writing time.
Deliverables
Landing Page Copy
Messaging Guidelines / Value Propositions
2 Email Assets
Sales One-Pager Copy
CTA Strategy + Structure
Client Context
GoCanvas is a mobile-first workflow platform used by field service teams, operations managers, and compliance-driven industries. Their products help teams collect data, streamline tasks, and reduce administrative friction across the business.