Enhanced website helps drive B2B lead gen

What We Did

Discovery

We started the project discovery phase with research and internal strategy conversations to identify key requirements for the website redesign to meet the previously stated goals.

Upon completing these conversations, we identified the requirements and recommendations:

• Improve the homepage by adjusting key elements such as adding relevant pop-ups to drive sales leads, incorporating search functionality to be more front and center, and elevating video
• Shorten the RFQ process, giving the user the option to add multiple products vs add-ons to optimize for conversions
• Use one RFQ form for all products instead of one form per product, making the process of adding new products or adjusting current products more efficient
• Expand the previous Resources functionality by incorporating different content types into the filtering options to help users find educational content and improve online visibility of assets

UX/Design

During the user experience and design phase, we laid out wireframe and design comps to showcase the user flow, key functionalities, and the updated appearance of the brand. We achieved this by gaining insights into the audience during the discovery phase and then aligning our approach with best practices from prior projects and industry standards. This phase allowed us to visualize these elements and plan accordingly before going into the development phase.

 

Development

Once all wireframes and design comps were approved, we proceeded to develop the new site in a staging environment, which included an updated style sheet, product and page templates, and the pages themselves.

We also greatly consolidated the number of RFQ forms, from dozens to just two, on their website using a 1:many approach that leveraged a form that was dynamically populated with parameters passed from the HubSpot API to personalize the form and landing page experience.

The final steps included multiple rounds of QA and testing to confirm the user experience worked across different browsers and devices. We also tested the new RFQ functionality to make sure the appropriate data made its way from the RFQ page in WordPress to the contact record in HubSpot.

After launch, we submitted the website to Google Search Console to initiate a site crawl and update the SERPs. We then searched the site using Google to find any remaining pages that required redirects.

A critical step in any website build is to ensure that in addition to creating a great visitor experience, we also make sure that the information collected from site visitors is made actionable. During this project, we reviewed our existing marketing automation processes to ensure we maintained continuity and nothing broke as we migrated from the current site to the new one. During that review, we saw an opportunity to optimize this lead flow process by rearchitecting the sales follow-up process replacing generic autoresponders with a robust sales enablement schema that manages lead routing, sales team notifications, and a clear sequence of touches to simultaneously focuses on a great customer experience and helps EIC reach their business and sales goals.