概要

Redesigning the web experience to increase lead generation

Overview

The project involved rebuilding the Seven Peaks website and migrating all data to HubSpot. The main challenge was optimizing performance and SEO to increase lead generation. Seven Peaks needed an update to offer a better user experience. The transition from WordPress to HubSpot improved data management and search engine visibility. In terms of design, the focus was on creating specific content for each section. Special attention was given to the color palette, overall design, and code optimization, resulting in a fast and efficient website.

Problem Statement

The main challenge for Seven Peaks was the ineffective management of clients on their website, resulting in a low conversion rate. This highlighted the need for a complete redesign to optimize user experience. The decision to migrate was driven by the limitations of WordPress in meeting essential requirements. In contrast, HubSpot offered comprehensive CRM and marketing tools that would enable effective scaling of the website.

Seven Peaks faces challenges with ineffective lead management and a poor user experience, which limits their ability to convert leads into clients. Therefore, they need a solution that optimizes their marketing processes and enhances user interaction.

Goal

The main objective was to redesign the website to improve the company's positioning. To achieve this, we aimed to evaluate conversion effectiveness and growth using HubSpot, as well as analyze the critical points of the website. The plan involved redesigning the content of each section to provide clear and relevant information. Keywords were incorporated to better communicate the content of each section, improving SEO and increasing visibility. This approach was reinforced in areas such as promotional content, the blog section, and company events, to reach a broader audience and strengthen Seven Peaks' digital presence.

Ideation

Brainstorming sessions were held to define a new concept for the company, gathering and analyzing technical requirements. The design system and color palette created by the team were integrated, which included new iconography and graphic elements, as well as refining the company’s vision. A minimalist concept was chosen to highlight the graphic elements, maintaining a clean aesthetic and emphasizing blue as a strategic element. Regarding the website structure, existing sections were retained, but the texts were updated to emphasize keywords and improve SEO.

Design

During this stage, an iterative process was carried out, starting with organizing graphic elements in Figma to establish a cohesive and functional structure. Then, the components were developed in HubSpot, ensuring consistency with the defined color palette and typography, thereby aligning with the brand identity and design system. A customized template was implemented to facilitate the reuse of content in future updates of the website. This ensured that every detail consistently reflected the established design concept.

Handoff

As part of the completion and delivery of the design, all graphic elements of HubSpot were provided in the staging environment for implementation, including components and localization in Thai and Norwegian. Additionally, pre-designed modules were delivered as templates, facilitating reuse when updating or creating new modules in future versions of the website.

Impact

The website renovation resulted in a 30% increase in monthly visits and a 15% increase in lead generation since its launch. Tests in Lighthouse on Google Chrome showed scores close to 100, while the previous performance was around 70 due to poor implementation in WordPress. The changes included reducing image sizes to an optimized format, including alt texts, using keywords, and simplifying texts. These optimizations and the implementation of the new design improved user interactions and the overall experience on the site.