Impact Highlight:

• 389% increase in website traffic within the first year post-launch

• 112% total growth in traffic over two years — demonstrating sustained momentum

• 6-figure investment secured in second round of growth funding

• 100% increase in user onboarding after launching new training platform

• 5,000+ new potential users identified through improved positioning and outreach

• Earned media coverage in local press and government channels

Client Overview

Safe Plus More (SPM), is a mission-driven SaaS platform. Built for social service providers — including treatment centers, judicial programs, first responders, schools, and faith-based organizations — SPM helps communities deliver coordinated, compassionate care for individual professionals in crisis and the populations they serve.

The Challenge

As a mission-driven startup at the intersection of public safety and social services, Safe Plus More (SPM) had a powerful platform — but struggled to communicate its value.

Their original website left visitors unclear:
Who is this for? What does it do? How does it fit into real-world workflows?

That lack of clarity wasn’t just aesthetic — it was costing them traction with both potential users and funders.

Internally, they also needed a seamless onboarding experience:
An integrated training hub to help busy frontline staff learn the platform quickly and apply it confidently to serve their clients.

And behind it all, SPM faced a make-or-break moment: they were preparing for a critical second round of growth funding. To succeed, they needed messaging that could resonate across sectors — from grant reviewers to local governments — without losing sight of the mission behind the tech.

Key Areas Identified:

• A website that failed to clearly communicate audience, purpose, or functionality

• Lack of backend infrastructure for user training and onboarding

• Messaging gaps that risked undermining credibility with funders and stakeholders

• A need to align technical language with human-centered mission and outcomes

Without clarity, connection, and credibility, they risked missing the opportunity to scale their impact.

The Solution

To meet the moment, SPM partnered with Biz Hero for high-impact creative and strategic support as a Fractional CMO. 

We worked as an embedded thought partner — not just executing deliverables, but helping shape the way SPM showed up in the world.

Together, we:

• Designed and developed a clean, mission-aligned Squarespace website, optimized for both search engines and stakeholder engagement.

• Crafted messaging that made the platform’s value instantly understandable to funders, users, and community leaders — bridging technical language with a deeply human tone.

• Built a backend training hub that streamlined onboarding for organizations and ensured the tool could be adopted across diverse teams and use cases.

• Advised on grant strategy and created content that helped position SPM as a trusted, fundable leader at the intersection of technology and social impact.

Key Deliverables

• Full website copy, design and development (Squarespace)

• UX and conversion-optimized website copy

• Brand messaging strategy + tone of voice guide

• Internal training page architecture and content

• Grant narrative content and growth storytelling

• Strategic advising for launch and scale communications

Results

• Launched the new SafePlusMore.com website with refined messaging and user-friendly navigation — resulting in a 389% increase in traffic within the first year post-launch. Maintained sustainable momentum with a 112% total growth in traffic over two years, demonstrating the long-term value of strategic messaging and brand clarity.

• Secured over six figures in funding in the organization’s second round of growth capital.

• Achieved a 100% increase in user onboarding after launching the integrated training platform and distributing comprehensive welcome packets to client organizations

• Strengthened the organization’s market positioning by identifying 5,000+ new potential users and developing messaging and systems to support scalable outreach and onboarding.

Why It Matters

Safe Plus More isn’t just a tool — it’s infrastructure for care. In a landscape where social service professionals are overextended and under-supported, SPM offers a lifeline: technology that enables coordination, clarity, and compassion.

This project shows what’s possible when ethical tech is paired with strategic storytelling. By grounding innovation in real-world impact — and translating complex systems into clear, human-centered narratives — we didn’t just help a platform grow. We helped it matter more to the people it was built for.

For mission-driven startups like SPM, that alignment between purpose, product, and positioning is what unlocks scale — not just for profits, but for public good.