A New Website and Strategy Increase GLM’s Contacts by 207%

Designing a Website & Strategy to Break Through

Our development team and strategists started by mapping out a new GLM website. We designed the site to drive awareness of this new brand and clearly explain new offerings. From end to end, we built the site to usher personas through every step of the Buyer’s Journey—from the education-focused homepage and Lifecycle Management Services pages to the conversion-oriented business unit pages, such as the Supply Chain Management Services page.

At the same time, we helped prepare GLM’s sales teams for success. We helped them leverage different kinds of HubSpot functionalities to boost better outcomes, including:

• Contact segmentation through the creation of custom contact properties
• Tasks synced between HubSpot and Salesforce 
• Post-conversion nurturing

Still, our solution for GLM expanded beyond just website development. We built out a full strategy to help GLM not only attract and convert visitors but also nurture them to the point of sale. The strategy tapped into a range of HubSpot tools and capabilities, including:

• Paid-specific landing pages: Our team crafted landing pages to work hand in hand with GLM’s account-based marketing (ABM) strategies.
• Search engine optimization: We built out content and optimized pages to pull new, organic traffic to the fresh GLM site.
• Carefully designed CTAs: We built action-focused CTAs and added them to blog posts and website pages. 
• Sales enablement strategy: The team used workflows to drive a clear sales enablement strategy that engaged qualified contacts. 

Overall, we used strategies to drive customers to engaging and useful content. All along the way, we designed resources with clear language and straightforward descriptions, showing businesses why they needed services rather than just telling them what they needed.

Smart Content

While still in its launchpad phase, the site was set up with smart content to add personalized touches. By segmenting visitors, custom features were designed to resonate on a more personal level.

We incorporated smart content across pages and in the navigation as a Featured Resource. We also set up smart testimonials to alter the displayed message depending on the relevant lifecycle stage.

Tangible Customer and Product Lifecycles

In order to help visitors understand how GLM offers services that help at all stages of the customer and product lifecycles, we developed an animated visual:

This interactive section allows visitors to see the six different components of the lifecycle and easily access the services associated with each one.

A UX-Focused Resource Center

Educating personas calls for valuable, easy-to-access content, so we built out a UX-focused resource center. We designed the page to separate content into easy-to-understand categories.

The Resource Center showcases pieces of content in a way that allows for easier on-page filtering, displaying high-value resources at the top of the page, followed by resources grouped by services.

Within the library’s clear sections, visitors can access a wealth of high-level content created to draw in and inform personas, including white papers, infographics, articles, case studies, and data sheets.