Launch New Website to Increase
Web Traffic 200%+
Good websites tell you what a company do. Great websites help you understand a topic better. But, the best websites? They are multipurpose.
A small start up that had been in business for 10+ years never prioritized its website. It had mostly focused on providing product information to those that landed on it.
Marketing was at a crossroads, faltering at building brand awareness. It also didn’t have the content required to support a user journey.
Solution
The first step to creating the new website was to analyze the data at hand:
- Analyzing website analytics from Google Analytics and HotJar
- Interviewing internal stakeholders across departments
- Speaking with prospects and customers to garner feedback
- Digging into competitive websites to understand user flow and content strategy
- Evaluating leading websites to identify best practices
This information helped to inform the website build, which followed a clear process. Throughout this process, internal stakeholders were engaged to get feedback and insight based on their experience. Customers and prospects were engaged at key milestones to provide preferences. This feedback was taken into consideration as the user flow and website content were developed.
Step 1: Build a Site Map
Building a site map required insight into key use cases and product marketecture so it could be positioned effectively on the website. The site map was built in
Step 2: Outline the User Flow
With a site map in hand, creating the user flow was next. The goal was to bring the user to action within three steps (four in cases where the user would visit a technical product page). The key actions were to schedule a demo, fill out a contact form for sales follow up, or sign up for a gated content piece. This user flow also influenced the site map a bit, so some changes were made based on what would make the most sense given the user flow.
During this stage, wireframes were created to sketch out what the pages would look like to support the flow of the site.
Step 3: Create the Design and Write the Copy
The user flow mostly solidified the site map, so it was time to build the design and write the copy. This was done in an agile approach, meaning that the site was designed while copy was being developed.
Step 4: Development and Testing
From identifying key bugs to evaluating the user flow with a built site, testing focused on perfecting the site. The adage that a website is never done is true; so the development was focused on getting it to launch.
Step 5: Launch!
Launch happened and bugs were mitigated as they were found (and there were less than 10, given the rigorous testing process).
In addition to the fresh website content, a new resources section was added to the site. This included a blog, gated content resources (eBooks, solution briefs, etc.), and on-demand webinars. The primary goal with this content was to drive traffic and build SEO.
Solution
Within 48 hours, there was positive traction within the site. The site saw an increase of conversion by 40%, with the majority of them requesting outreach from sales (which is typical for this industry).
The numbers continued to improve, with the overall bounce rate dropping by more than 20% and the website’s authority score increasing by 15 points.
In the first quarter of the new site being live, there was a 200% increase in web traffic to the site. Traffic generated from organic search (which previously was the third most popular traffic source, behind direct and referrals) became the top source.
Within a year, this became the top source for marketing qualified leads and a significant generator of marketing-originated pipeline and revenue.