The Challenge
The biggest challenge was that AVR had evolved, but its website hadn’t evolved with it. Not only was the content extremely outdated and text-heavy, but it was also difficult to self-serve. Valuable information was buried within a disorganized site, making it difficult for customers and employees to quickly find what they needed.
The outdated website also wasn’t helping AVR communicate the company it had become. As AVR competed against larger companies, recruited new employees, and expanded its marketing efforts, it needed a stronger way to showcase its capabilities, industry knowledge, and differentiators.
Client Priorities
Make it easier for different audiences to self-serve and find relevant information
Update the website to accurately reflect AVR’s current capabilities, services, and direction
Create a scalable website foundation that could support future marketing, recruitment, and continued company growth
Better showcase AVR’s expertise and differentiators through educational resources
The Plan
AVR didn’t just need a modern, attractive website. They needed a central location for customers and employees to find up-to-date information and a website capable of evolving alongside the company.
BizzyWeb started with a simplified sitemap customized to AVR’s different audiences and personas. Simplified content, clearer navigation, and more intentional pathways through the site would help visitors get to relevant information without digging through outdated or unnecessary content.
To create a more scalable foundation for the future, BizzyWeb built the new website in HubSpot Content Hub. HubSpot made it easier to unify marketing needs like forms, tracking, analytics, and more without using separate plugins and sites. The drag-and-drop style user interface also made it easier for AVR team members to update content in the future, without needing to know how to code.
The website also needed to better communicate why customers and prospective employees should choose AVR. We also used sustainability content, spotlights on custom mixes, educational resources, testimonials, and other unique messaging to better communicate AVR's expertise and differentiate it from larger competitors.
The Results
The new AVR website finally reflected what the company had become while giving it room to keep evolving. Updated imagery and messaging brought its current services and capabilities to the forefront, while clearer CTAs and navigation made information easier to find. Today, customers and employees can more easily navigate the website and access information relevant to them.
- A scalable HubSpot Content Hub foundation makes updates, tracking, and future growth easier
- Simplified, modernized content makes pages easier to read while supporting stronger SEO
- Clear headings, simplified navigation, and dedicated pathways help different audiences find relevant information
- A dedicated educational resources section gives visitors access to the plant locator, calculators, blogs, FAQs, and mix design library
- Messaging around AVR’s capabilities, custom mixes, sustainability practices, and service offerings better communicates what differentiates the company from larger competitors
- A more flexible website gives AVR a stronger foundation for continued marketing, recruitment, and growth
The new site doesn’t just look fresh: it also has clearer pathways for users, is easy to update behind the scenes, and is hooked into other marketing tools to empower future growth. AVR now has a website that works for the business it is today, with the flexibility to support whatever comes next.
Before and After
