The Bottom Line

Since launching the Town Square blog in 2015, Square has undergone significant evolution. While the role of the blog had been to acquire and upsell small businesses through a self-onboard motion, as the audience for the product moved upmarket, our content site needed to enable more complex customer journeys and a more robust content strategy. To stay competitive and meet our strategic marketing goals, we undertook a comprehensive redesign of our content hub and created a brand publication, The Bottom Line.

As editorial content accounted for a significant portion of organic visibility and revenue, we approached the migration in phases, starting with a pilot in the US before migrating content hubs in other markets. The revamped hub supports various content formats — everything from traditional articles to serialized content, collections, podcasts, and video — helping Square engage a broader range of businesses and building authority for the brand.

Post-launch results for the pilot were impressive, with a triple-digit increase in conversion rates, a quadruple-digit rise in lead form submissions, and a double-digit improvement from Marketing Qualified Leads (MQL) to Sales Accepted Leads (SAL). We saw similar results post-launch in Australia and the UK, and little to no impact on search rankings and traffic.

Now powered by WordPress and integrated with a Content Marketing Platform, Welcome, this change also streamlined our content production and management, boosting our marketing capabilities.