CASE STUDY
PayHOA
Overview
PayHOA is an industry leader in software designed to help self-managed HOAs replace generic accounting software and siloed management tools with an all-in-one HOA management solution. They set out to build a content library based on a targeted keyword strategy that focused on low-volume but high-intent search phrases. PayHOA joined our roster in 2021, and we began setting the foundation of their strategy with a five-page website and four blog articles per month while they perfected their platform. Their team wanted to ensure the content train was moving early in the company’s lifecycle so they could focus their energies on creating the best possible software solution for self-managed HOAs.
Problem
A Small Team Facing Big Competition
In 2021, PayHOA was a start-up with no marketing department, operating in a software field that didn’t exist. Quickbooks, a tool commonly used by HOAs for financial management, was their biggest competition. To compete with such a large company, they needed a niche. They decided to solve an industry problem others hadn’t seen––that self-managed HOAs need much more than a general accounting tool like Quickbooks.
PayHOA created its all-in-one platform to make comprehensive community management easy for HOAs. It was then time to establish their brand as the innovator in this unique software space. This required a targeted content strategy designed to build brand awareness, educate consumers, and increase traffic to their site.
Solution
Content Workshop became the driving force behind PayHOA’s marketing initiative. Our team worked closely with their president and operations director to ideate topics, develop a content calendar, track and report metrics such as domain authority, and monitor their monthly Google Analytics numbers.
We wrote and published 36 blog articles in the first year. By the end of 2024, we’d expanded their keyword strategy, assisted with a backlink article campaign, and quadrupled their content production. The PayHOA website now has 33 pages and over 175 blog articles. Our team also created the strategy for their customer-facing resource center and wrote 120 pages of informational content that users of the platform can access if they need help. Other marketing campaigns included emails, ad copy, and targeted landing page content.
Results
Brand Awareness and Conversions Through Targeted Content
Our work increased PayHOA’s organic traffic from 4,838 in April 2020 to 54,378 in December 2024. They went from having zero keywords ranking in the Top 10 of Google’s SERPs to 24 in three years––with 14 keywords consistently ranking first or second. Their domain authority went from 19 in 2021 to 28 in 2024. PayHOA has grown its team to include a marketing department, but we still function as a key contributor to their content strategy. Our 2025 goals include expanding their resources with creative content that strengthens conversions and drives true believers of the PayHOA platform to their site.
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