CASE STUDY NEW BREED MARKETING HUBSPOT COS WEBSITE DESIGN & DEVELOPMENT
Case Study NEW BREED MARKETING Hubspot COS Website Design & Development THE CHALLENGE: Unless you practice what you preach, what credibility do your claims have? Like many other agencies, New Breed had fallen into the cycle of prioritizing client work over maintaining our own website (and rightly so!), but consequently, our own digital presence had fallen by the wayside. Our website was outdated and in need of a redesign. Even though we were driving traffic to our site using inbound marketing, our site was not designed to be sales-ready and was not converting visitors into leads at the rate we would expect to see from an optimized site. When we were given the opportunity to join a selected alpha release group for the new HubSpot Content Optimization System (COS), we jumped at the opportunity. We realized that it was the perfect time for our website redesign. The most important aspect of the redesign was that our new website needed to be sales-ready, meaning it would be persona driven with clear conversion paths. We knew from the many client websites that this strategy worked and would get us to our goals much faster. The HubSpot COS is a newly released and updated version of their original Content Management System (CMS) with advanced content solutions. The choice for us to move onto this platform was easy. Not only is the COS a much more robust platform than the original CMS, but it also has a wealth of additional features we were excited about. Improved analytics, the integration with the software, and the responsive design were just a few we couldn t wait to test out. And since our old site was built on WordPress, another one of our favorite web platforms, we were excited to see how the COS compared. We knew just by the fact that our website would now be integrated into our existing marketing process, the move would be the right choice. Our team worked in lockstep with the HubSpot product development team throughout the entire redesign process, and we were instrumental in providing real time feedback
and feature requests during the development phase. THE PROCESS: Seizing the opportunity to redesign our website on the HubSpot COS, we knew we needed to spend the same amount of time redesigning our site as we would any of our clients. We decided to start at square one and reassess our buyer personas, conversion paths (content offers and workflows), website navigation, and homepage wireframe by working through our own Digital Onboarding Workshop. This ensured that our website would meet the same criteria we deliver to our clients. Feeling confident in this process, our design team set to work developing concepts and building a site that would meet our sales-ready criteria. We aimed to create a sleek, clean and effective design that would serve as a trust mark to our prospects and enable us to clearly display our products and services in an intuitive manner. The goal of the main navigation was to provide clear paths for each of our defined personas to learn more about New Breed and our products and our services, as well as provide trust marks (partners and case studies) and showcase our blog, that way it would not matter if they came to the site through an SEO optimized landing page, or landed directly on the homepage itself. Our site became completely userfriendly. We also chose to include a mega footer, a trend that we ve been seeing in web design more recently, which gave us enough space to include a dynamic blog feed, contact information, and links to our respective social media channels. We believe that the homepage of any site should be graphically appealing, but that it should also provide a clear path off the page towards the relevant content visitors are looking for. With this in mind, we utilized a homepage slider, bringing in high level messaging and a sample of some of our most important products. Below this we included navigation that would allow any prospect to quickly drill down into the particular product they were looking for. Below these services, we included four Smart calls-to-action (CTAs) that dynamically serve up various content offers depending on the interests and current lifecycle stage of that individual lead. The team was also incredibly excited about the responsive design functionality included in the COS. With this ability, our development team was able to easily optimize the site for viewing across many different platforms and devices.
THE RESULTS: As a result of this process, our website has truly turned into our best salesperson, driving more qualified traffic than ever before. Beyond this, both the development and campaign teams have enjoyed how easy it has been to maintain and update the site on the backend. Our campaign team now has more insight into our marketing and has the ability to measure the success of our efforts with the integrated analytics tool provided through the COS. Though this launch only represents phase 1 (we have plans to grow the site in the future), we are already seeing tremendous results. There s no need for us to tell you that though, the numbers speak for themselves: + + 17% increase in website traffic + + 215% increase in net new leads + + 54% increase in visitor to lead conversion rate + + 100% increase in lead to customer conversion rate + + Highlighted as a leader of the Hubspot COS website design at inspire.hubspot.com We have seen a significant increase in website traffic since the launch of our new website on the HubSpot COS, as well as increases in both visitor to lead conversion rates, and lead to customer conversion rates. Our website is driving highly qualified traffic to our website, converting that traffic into leads, and enabling our marketing team to nurture these leads by displaying dynamic content. We ve also seen our marketing and sales teams become more aligned with our new website, as the marketing folks have been able to put in place a lead scoring system that makes the handoff to our sales team completely seamless. Subsequently, our lead-to-customer conversion rate has increased, driving an unprecedented amount of revenue into our pipeline.
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