How I'd grow Adaface

May 5, 2021

Adaface is a tool that helps companies hire by automating the first round of interviews using a chatbot.

It allows them to optimize the initial screening process and identify top candidates for their roles using conversational assessments.

They’re not the first product to do that. So how do they position themselves to stand out against the competition?

They hint at it across the site: by being the most candidate-friendly tool on the market. Unfortunately, they don’t center their messaging around this.

Pro tip: if you have an innovative product you can get away by positioning for a generic benefit proposition for the customers.

But in competitive categories you need to differentiate; either by niching down, or focusing on a very specific unique selling proposition.

Adaface should take that differentiation angle and connect it with its benefits for companies:

Pain point: traditional tests cost you top talent who doesn’t want to take them.

Solution: Adaface helps you attract the best talent by being the most candidate-friendly tool.

The rest of the website is pretty good and very (or too) comprehensive. There’s a lot of stuff; visitors could find it overwhelming.

I’d probably try to rationalize it a bit, keeping only the most important pages and aggregating them as much as possible.

The pricing page suffers from a similar problem.

In my experience it’s often the most visited page for SaaS companies, so it’s really important to make it clear and straightforward.

Simplify, simplify, simplify!

 I’d also revisit the funnel. Before visiting the pricing page I thought I had to schedule a demo because there’s no “buy” CTA.

Except there isn’t a “schedule a demo” CTA either. On the landing page you can only sign up with your email to try the tool.

The landing page flow should be:

- You can play with the tool for free (no signup required)

- If you’re convinced, click the “Buy Self-Serve” CTA

- Need more info? Click the “Schedule a Demo” CTA

They’re going all in on content marketing - and they’re doing a good job.

Blog posts, guides, tools… they’re doing it all and, judging from the traffic they’re starting to get from Google, they’re doing it well.

But there’s something that could multiply that traffic.

Translating all this content into other languages.

Apparently they are already doing it, but for some technical reason Google isn’t indexing their translated content at all.

Fixing this would unlock a huge amount of potential traffic.

Speaking of technical, Google is introducing core web vitals as a ranking factor in the coming weeks.

Since search traffic is so important for Adaface, they should look into fixing what’s wrong and improving their score as soon as possible.

Analyzing relevant SERPs, I often see that the difference between Adaface and the websites outranking them isn’t at the content level, but at the domain authority level.

Right now, they need to attract quality links at scale. The best way to do it? Linkable assets.

I say this because they already have a few good ones. For example, they built a free job description generator for tech companies.

An asset like this currently only has links from 30 referring domains but with good PR outreach, they could 2-3x that number.

A big area to improve is social media. They chose to prioritize search, but I’d focus on socials, too.

Twitter is where startup founders hang out. Since the core of Adaface focuses on hiring developers, it’d be a great channel for getting targeted attention.

They need to revisit their current content strategy to get followers. Right now, they just retweet or tweet links.

A simple plan: 1 tweet per day with original content around hiring. It could be lessons learned, fun facts, statistics, tips, etc.

Learn marketing from case studies

Every month I pick a new website and write a marketing case study explaining exactly how I’d grow it