services included: Fractional CMO | Brand Strategy | Web Design | Content Marketing & Strategy
*Basis Digital Biotech : case study
At SET Collective, we specialize in helping IT Consultancies, cybersecurity, and tech professional services startups scale through marketing strategies that combine SEO, content, and UX-focused website design.
In this case study, we’ll show how we partnered with Basis, a B2B SaaS platform, to redesign their website and implement an SEO-driven content strategy — resulting in more qualified leads and stronger brand visibility.
The Before: Clunky & Disjointed
The Problems Basis Bio Faced
THE PROBLEMS & CHALLENGES
Basis Bio, a specialized biotech IT consultancy, needed a stronger digital footprint and brand presence. But, they didn’t know how to stand out in a crowded land of MSPs.
They had no distinct messaging, CTAs, engagement funnels, or structured content to drive conversions. Plus, their site, built to be simple, was crowded.
With no paid marketing in place, they required a site that could attract and convert visitors organically while preparing for a larger Squarespace rebuild in the future.
The After: Functional & Appealing
www.basisbio.com
SET Collective built an interim Wix landing page designed to drive organic traffic and capture leads.
THE SOLUTION & STRATEGY
This strategy included:
Refining brand messaging & identity to reinforce credibility and clarity with a full strategy.
SEO & thought leadership content to establish authority and improve discoverability—and to capture each of the three partners’ voices on the blog and on LinkedIn, distinct from one another (analytical, operational, direct, and technical).
Strategic CTAs & Funnels to direct visitors toward key conversion points.
An interim site design refresh as their team grows and needs change.
BRAND & CONTENT STRATEGY
Reframing the Brand
We redefined Basis Bio’s message to separate them from traditional MSPs and IT vendors, positioning them as a biotech-specific partner built on #ResourceSmartIT for Biotech — a focus on smarter, efficient systems that give founders back time for innovation.
The new positioning emphasized clarity, credibility, and consistency across every touchpoint — from messaging to web design to content distribution.
BRAND VOICE
Building a Voice That Scales
Each founder became a distinct pillar in the content strategy:
Ken: biotech growth and market perspective
Jon: operational readiness and scaling
Chris: infrastructure and compliance expertise
Weekly content and refreshed brand language gave Basis measurable visibility — doubling website traffic and improving engagement within the first month.
+169%
Site Sessions
4 min
Average Page Time
+159%
Unique Visitors
+1,475%
LinkedIn Engagement
SEO + Content Strategy for Tech Growth
THE RESULTS
Today, our work with Basis is less about getting them off the ground and more about keeping up with their momentum.
With a stronger brand, clear messaging, and a content engine in place, their team is consistently closing three new clients nearly every week.
As they continue to scale, our role is to evolve their strategy, keep the content funnel sharp, and ensure their marketing grows alongside the business.
Ready to Get Started?
If your team is facing similar challenges — from unclear messaging to stalled growth — let’s talk. SET Collective builds the strategies, content, and design foundations that help founders attract the right clients and grow with confidence.
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