HelloCMO is a leading fractional CMO in the franchise industry. Their founder, Liane Caruso, has been supporting franchise brands with C-Suite level marketing leadership for 20+ years and she is great at what she does!

Not only is HelloCMO a bright, modern consultancy with a partnership-style approach, but Liane is also extremely passionate about educating people on the value of fractional executives.

Love, love, love!

The Project Goals

Liane and I had worked together on some other website projects and she called me again when she was looking to update her HelloCMO site.

The website she had in mind took more of a consultancy approach. She had a vision for the page to look more like a company site and less like a personal website.

She also wanted to show more results (because she creates incredible results for her clients), feature her hand-drawn icons, and write some new blog posts covering fractional executive education.

Let’s summarize the goals, shall we?

• Modernize the website to represent a brand instead of a person
• Showcase more client results and testimonials
• Write and showcase new blog posts with fractional executive education
• Clearly lay out information about HelloCMO all on one page
• Include the hand-drawn icons

Branding + Design

The HelloCMO brand features this really bright, beautiful blue and some fun fonts that we decided to play with a bit in the page design. 

Using a handwritten-style font to highlight different words made the headers take on an artistic quality and made for a fun accent for each section of the website.

To accomplish the project goals, we also created a page layout that featured icons, large sections of blue, and stock imagery that evokes the feeling of light, bold consultancy with a personable touch.

Something we wanted to avoid with the design and branding was anything that felt too youthful. This is always a consideration with branding that features bright, primary colors.

We kept the design elevated with plenty of white space, clearly organized information, and using professional language.

Website Copywriting

The copy for this project was all about creating clarity and keeping the text sections concise. We didn’t want pages and pages of text, especially for a one-page website.

As far as education: We featured one definition on the main page, explaining what a fractional CMO does. We also added a featured blog post area showcasing 3 new blogs I wrote for the website.

The blog posts were a great addition to this project. By adding educational content like this to the site we added SEO power and it allowed us to put more specific content on the main page.

HelloCMO has seen brands gain so much value from the fractional executive model. But not everyone knows what a fractional CMO does and if it’s the right choice for their business goals. 

The blogs were a great solution for sharing more information on this particular path for adding executive leadership to teams.

My Favorite Part

Showing the results with both data points and projects HelloCMO has completed for their clients was a really fun part of the website!

I especially loved overlaying the result titles in the handwritten (halimum) font to create a more dynamic social proof section.

Project Review

Working with Liane is always such a delight! She has a clear vision for her projects but is also incredibly trusting throughout the website process.

I’m so proud of how this website turned out and I love knowing that this project helped move the HelloCMO mission forward. Sharing education on fractional executives and boldly leading the franchise industry with partnerships and marketing expertise.

“Belle has a special talent to take ideas and visions and clean them up in a way that’s meaningful and impactful.” 

“She has an eye for clean design and copy that is clear and concise. And as far as working with her, she is organized, processed, and detailed. She meets every deadline and delivers beautifully. I’m a big ginormous fan of Belle White Creative!“

— Liane, founder of HelloCMO

If you’re looking for a fresh new website, copywriting, or brand strategy, reach out to me to start the conversation about working together!