Background

I currently run marketing at Beeline Routes, a route optimization SaaS tool for businesses that drive to where their customers are. Beeline directly integrates with home services CRMs (aka Field Service Management tools, or FSMs) Housecall Pro, ServiceWorks, Workiz, and Pipedrive, with options to upload .csv data into Beeline.

Goals and Objectives

After several years of using the same landing page tools, price increases and changes in priorities led us to creating a new website. While I was open to a wide range of platforms, I’m glad our team settled on using Squarespace for our new site. We had also been using Intercom for a longer period of time, which helped in the transition because most of our crucial information was already living in our Intercom help desk.

While the chief task of transporting over content was not difficult, the real challenge was in our design choices. We also took this opportunity to further adjust some of our messaging, which we had already worked into our email marketing, social media posts, and partnership marketing.

Secondly, this required some changes to our email marketing workflow.

The addition of a new web platform has also allowed us to start a blog, where our 2026 content will take center stage (stay tuned!).

Results

While we’ve generally been seeing an uptick in visits to the website, we’ve also had a lot of other variables change (namely advertising, social media, events, and partnerships) so it’s difficult to tie metrics with the new site. Regardless, we’re happy to have implemented a refresh that better reflects our brand.

Tools Involved

• Squarespace
• Intercom
• Mailchimp
• Adobe Creative Cloud
• Canva

P.S.: I have more Beeline Routes work to show! If you’d like to see more, request access here. I’ll issue you a username and password so you can view my Beeline work, plus additional work I’ve done over the years.