The Challenge
QRG had a small internal marketing team that was extremely overwhelmed with its digital, print and event marketing. With so much on their plate, they didn’t have the time or capacity to be strategic with their digital marketing. Instead of having consistent marketing, it was a lot of “post when you have time” initiatives.
On top of that, their website was actually split into two distinct sites with no overlap: the main website vs. the product purchasing site. This interrupted the user experience and made reporting harder for QRG.
The overall aesthetic of both sites didn’t match QRG’s growth and made their organization look smaller and less comprehensive than it actually was. They also wanted to use a refresh as a way to attract a younger audience, as they were finding their client contacts were largely Millennials and younger Gen Xers.
Client Priorities
- Update branding to capture a wider, more youthful audience
Segment items by category to make them more searchable
Highlight available catalogs and guides
Streamline user experience and actions
The Plan
QRG’s website was stuck in the past and didn’t reflect their current brand identity. As such, the site needed a total makeover in navigation, branding, content and functionality. They also needed to pull the two sites into one cohesive site. As a Platinum HubSpot partner, we knew that the HubSpot CMS offered aligned with the robust functionality QRG needed.
The BizzyWeb team planned to form a cohesive, well-designed website that blended the various components with a beautiful, user-friendly aesthetic. Based on QRG’s growth goals, we decided a Growth Driven Web Design (GDD) strategy would be the best fit. This meant that we would build a launch pad website that we could test and iterate from to expand content based on user data.
On the marketing side, we decided to create inbound marketing campaigns that provide value and appeal to QRG’s target market. These campaigns would be promoted through the new website, social media and PPC advertising.
- Optimize web content, design, and structure for the buyer’s journey
- Use HubSpot marketing software to increase organic SEO strength and lead generation
- Drive quarterly inbound campaigns to target highly-qualified leads
The Results
We shouldn’t brag, but the numbers don’t lie
426%
increase in conversions
Improved website user experience
Modern and cohesive branding
The new QRG site took a mobile-friendly approach for the updated target market, with punchy graphics and text that better reflected QRG’s brand identity. Shortly after implementing the new site and marketing efforts in HubSpot, QRG saw improvement in numerous areas. Inbound marketing tactics dramatically increased conversion rates, but with highly qualified leads. The unified site also allowed the QRG team to access their marketing, sales and services in one place, while also making it easier for website visitors to find what they need.
