Documentation site and communications function, built from zero to acquisition

Connect First had no documentation and no communications function. Customers relied on legacy knowledge, direct support calls, and whatever a sales engineer remembered to mention during onboarding. Internally, there was no structured way to communicate product changes, no content strategy, and no consistent external voice.

For a B2B SaaS company selling contact center software into compliance-heavy industries (HIPAA, PCI-DSS), this was a real liability. Prospects couldn't self-educate. Customers couldn't self-serve. Support handled questions that good documentation would have deflected. And the company had no organic search presence in a market where buyers research before they ever talk to sales.

I built the communications function from scratch and managed the existing marketing team alongside it, growing the combined department to over 13 people. The documentation site was built on Jekyll. I owned the PRD, information architecture, and design, and worked directly with engineering through delivery.

The role expanded well beyond docs. I produced blog content, email campaigns, SEO optimization, sales collateral, RFPs, case studies, press releases, social media, internal battlecards, and Spanish translations for all customer-facing materials.

Jekyll was the right choice for the docs site because it let us ship fast without a CMS dependency, keep content in version control alongside the product, and give engineering a familiar workflow for contributing. I structured the IA around customer workflows rather than product features, which meant a first-time admin setting up an IVR could follow a complete path instead of jumping between disconnected reference pages.

On the SEO side, I built a content strategy around the high-value industry keywords where Connect First had no presence. This wasn't just blog posts: it was a systematic approach to page structure, metadata, internal linking, and content depth that targeted the specific queries prospects use when evaluating contact center platforms.

For the first time, customers could find answers without calling support or waiting on a sales engineer. The documentation site became the default onboarding resource, and support teams could point customers to specific articles instead of walking them through setup live. The communications function gave the company a structured way to announce product changes, maintain a consistent external voice, and produce customer-facing materials in both English and Spanish.

On the growth side, the SEO and content strategy drove a 400% increase in search visibility, 300% increase in click-through rates, and organic traffic up 20% in four months. Connect First gained 75 positions on one of the most valuable industry keywords (IVR) and grew more organically than any competitor in the space. The company grew 25% year-over-year during this period and was subsequently acquired by RingCentral.