Schedulicity

brand identity redesign, voice and tone, SEO growth strategy, content direction and strategy

I was the Head of Content for Schedulicity from 2019 to 2022 and worked with the company as a content strategy consultant from 2022 on.

Schedulicity was one of the first online scheduling platforms on the market and is beloved by its long-time users. But with the rise of competitors like Acuity, Mindbody, and Booksy, the company was struggling with its image. They didn’t have an organic traffic strategy, and they’d never really defined a brand voice.

In 2019, I helped launch a complete brand redesign by defining the voice and tone, writing new site content and launching a robust, thoughtful site blog. The end goal was to sell the company. The redesign was a success: we grew our organic traffic by 200% YoY in 2021, and by 150% in 2022, reducing the need to focus so much time, energy, and $$$ on paid advertising. By early 2023, organic website traffic equated to $1 million in paid ad spend.

We also optimized the onboarding process and increased engagement with current businesses. Our marketing email open rate went from ~15% to ~50%, and we saw great success with the introduction of ongoing live classes, email courses taught by industry influencers, and even a podcast.

After going freelance in early 2023, I stayed on retainer to train and support an in-house Content Marketing and SEO team to take over strategy with recommendations for implementing a “long game” plan focused on using data to create an evolving results-based growth strategy. By the end of 2023, organic website traffic equated to $3 million in paid ad spend.

In Jan. 2025, Schedulicity officially announced it had sold to booking giant, Vagaro.