Case Study: The Strategic Power of Website Content Creation

The Client

Pace Drivers is a national staffing and recruiting firm specializing in the trucking and transportation industry. Founded in 2009 by a former trucker driver, the company connects hiring managers and drivers with a driver-first approach, ensuring all parties’ needs are met throughout the process. Today, Pace’s recruitment and staffing services have reached over 3,000 transportation and logistics companies in all 50 states.

Challenges

The staffing firm needed to refresh its outdated branding to reflect its growth. Having decided to narrow the company’s target demographic to truckers and trucking companies, it needed to refocus its messaging to stay competitive in the trucking industry. Pace’s website and digital content had become difficult to manage and update without developer support. The company had no foundation for blog support or social media, and its system did not allow access to metrics.

Objectives

Improve and modernize brand perception.
Enhance user experience with a structured, easy-to-navigate website.
Boost engagement and conversions through SEO-driven website content creation.
Provide a scalable system for future content growth.
Implement analytics and tracking tools to measure performance.

Also read: New Social Media Platforms: Navigating the Shifting Social Landscape in 2025

A collaborative approach

Pace turned to Blue Star for expert help strategizing, developing, and rolling out its new website and branding. By partnering with a digital marketing agency for its website content creation, Pace was able to lean on the Blue Star team’s expertise throughout the project.

The collaboration between Pace and Blue Star has involved four central components: discovery and research, brand refresh, website redesign, and ongoing collaboration.

Discovery and research

Blue Star conducted interviews with the client’s team to learn about the company’s existing systems, what was working for them, and what needed to change to help them reach their goals. This process involved:

Conducting interviews with the client and its staff to gain insights into existing solutions, services, and customer pain points.
Performing competitor research to analyze industry trends and identify opportunities for differentiation.
Executing keyword research to understand industry terminology and ensure messaging resonated with the intended audience.

Brand refresh

Before and After

With the insights gathered, we modernized the brand’s visual identity and messaging to align with its mission and values. Key updates included:

A refined logo featuring a sleek map marker shape with a tire wheel and road marking subtly forming the letter P, reinforcing the brand’s core identity
A refreshed color palette centered on bright blue, chosen to evoke trust and reliability
Updated typography and messaging to create a more cohesive and engaging brand presence

Website redesign

Before and After

We implemented a strategic website redesign focused on clarity, content creation, and SEO to improve user experience and boost engagement. This included:

Structuring content into clear sections for an improved reading experience.
Addressing audience pain points directly in the content to enhance relevance.
Incorporating long-form content and targeted keywords to improve search engine visibility.
Optimizing the website for mobile devices to ensure a seamless experience across all screen sizes.

Ongoing collaboration

Throughout the project, we work closely with the client and key partners to ensure every aspect of the project aligned with their vision and goals. Blue Star’s approach to collaboration includes the following key players:

The client helped shape the website content creation strategy and site navigation, with ongoing feedback incorporated at each stage to ensure alignment before launch.
The project manager oversaw keyword research, content mapping, and art direction to guide the project across the finish line.
The content team developed and refined content to ensure clarity and impact.
External partner, Stream 9, provided hosting, WordPress setup, and pre/post-launch support.
The graphics & digital production team handled page builds, image sourcing, and quality assurance to create a polished final product.

Read more about our team’s process: Agile marketing: What is the methodology, and why does it matter?

A custom-fit suite of solutions

To support long-term content growth and performance tracking for the client, we integrated:

WordPress (Divi Platform): A flexible CMS for easy content updates
Google Analytics 4: For accurate traffic and engagement insights
Bullhorn: To streamline recruitment processes
SEO tools (SemRush & Yoast): For ongoing content optimization
Lead generation forms with eBooks: To capture and nurture leads

Results

Although prior analytics were unavailable, installing GA4 marked a significant step toward data-driven decision-making. One of the biggest successes of the partnership has been establishing a strong foundation for ongoing website content creation. As a result, the client has established a strong digital presence, improved engagement, and is well-positioned for future growth.

Blue Star’s collaboration with Pace has affirmed the importance of a well-structured content management system (like WordPress with Divi) to empower the client long-term. Pace is already benefitting from:

Improved user experience, making content easier to find and digest.
Enhanced brand identity, earning positive feedback from stakeholders and winning a GDUSA award.
Greater accessibility for both recruiters and candidates, streamlining job applications and the hiring process.
A scalable content platform that integrates blogs, downloadable resources, and social media content.

“Blue Star Design did an exceptional job creating our new logo, color scheme, branding, and website. Their team took the time to truly understand who we are as an organization and translated that insight into a sharp, professional brand identity. The end result is a new fresh website that clearly communicates who we are and reflects our company with precision and polish.”

Jason Peterson
Chief Executive Officer | Pace Drivers

Also read: A recipe for how to write a blog with minimal client input

The value of website content creation strategy

Well-executed website content creation is a game-changer for companies at every level. The right strategy can boost engagement and help grow the reach of your business. An expert partner in digital marketing like Blue Star can help you outline a roadmap to accomplish your unique goals.