Herald
Herald is a referral-network platform built to give service-based business owners the referral benefits of a traditional networking group - verified members, category protection, tracked monthly referrals - without the weekly meeting commitment. 95Visual led content strategy for the project.
95Visual's content strategy process defined the audience (service-based business owners, 41-55, prioritizing quality and predictable growth over price), reworked the core positioning away from "networking" language toward word-of-mouth referral benefits, and set a business-casual voice built on an Everyperson/Hero archetype pairing - approachable and trustworthy, with an undertone of leading peers toward success.
Two sitemaps were planned - a public site (Home, Why Herald, Pricing, Apply, Login) and a member dashboard (My Group, Referrals, Member Highlights, Account/Billing) - drawing UX patterns from Basecamp's single-page dashboard and from a prior 95Visual client project.
Short onboarding video per member so new group members can get to know everyone in 15–20 minutes.
A lightweight funnel view showing incoming referrals per member.
Each group holds only one business per category, removing internal competition for referrals.
