We had been working with EDM for a year before we re-designed their website. We help the EDM sales and marketing teams execute inbound marketing campaigns, but soon realised that in order for us to be able to test and improve conversion rates effectively, a new website was required. Content Hub was the obvious choice as they have the full suite of HubSpot products. We took a persona-led approach to the website, defining the user journeys based on the information needs of their ideal customer.
The old website needed a re-fresh. The design was dated, and information was difficult to find. The main aim was to increase the conversion on the website, while re-writing and re-defining the user journeys to insure that we drive the right traffic.
Based on multiple intensive discovery and brainstorming sessions, we completely re-defined the user journey of the website. The output of this was a content map that was specifically tailored to EDM's ideal customer. To draw the users eye to relevant content, we utilised a more contemporary, content-led design, with a focus on white space. The design lends itself to exhibiting social proof, which was essential as EDM work with well-respected and well-knowm organisations.
The main benefit to the business is the fact that the content on the website is now aligned to EDM's ideal buyer. The user experience overhaul has also led to lower bounce rates and longer time spent on page, meaning that visitors are more engaged.
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