Mar 31, 2022
In General Discussions
Like any growing company, as we continue to develop and refine our brand, we have the opportunity and reason to reflect on who we are. It's not uncommon for companies to struggle to perform their own services on their own. We've never had a problem drinking our own Kool-Aid (yes, it's orange!). So when we decided that change and growth required a site redesign, the team did a fantastic job of treating the project like a client. From our defined design and development process, to content interviews on every page, our in-house team showcased their creativity as they completed every part of the client process for a completely redesigned website. Why we redesigned our website We set out to redesign the website because the fundamental way we do business has changed over the years. It's been three years since our site's last visual redesign, our company has matured and the industry has changed. Our sales processes and communications no longer live up to what our website says, so it's time for a major change. The nature of our business has changed When we started providing inbound marketing services, we were part of hundreds of partners worldwide. Since then, the industry ecosystem has changed dramatically (and so has the competition). Distinguishing ourselves is more important than ever. Our sales process begins to change The way inbound marketing works has also changed over the past few years. While our sales processes and service delivery continue to adjust, the way our website explains inbound marketing and event strategies has not changed. While our blog remains a useful resource for the latest industry directions, the website content we rely on to drive conversions begins to wane as the way we work deviates further from the way we explain it. Challenges we faced before launch Our last redesign of the website was a major visual update about industry mailing list years ago. For the most part, the content has not changed. So essentially, we're still communicating the pain points of four to five years ago, focusing on validating and explaining inbound marketing methods. Today, inbound marketing is more well known and doesn’t require anyone to prove it works. However, there is now a serious misconception that it is a "service" that you can buy. It is not. It's a way of rethinking all marketing, sales and delivery. We missed a great opportunity by not showing every facet of a successful inbound marketing campaign. Video Marketing In 2017, video became an important medium that marketers (and business owners) could no longer ignore. We hired a full-time video marketer to meet this need and serve our clients. We then developed a solution to use HubSpot to easily integrate video onto every page of our website, no embed code required. "Unfortunately, our legacy site didn't respond well to the video marketing craze," said CEO Remington Begg. “Uploading, sharing and displaying videos is nowhere near as easy as it is on other platforms. Of course, we could have messed with the embed code and done it, but with the technology available today, we thought, why not make it simple so that our Can the team spend more time on the things that really matter?" Not enough trackable conversion areas to measure interest Modern marketing focuses on solving problems for your consumers. In order to solve a customer's problem, you must consider and understand each buyer's background. Your website can be an invaluable tool for measuring this intent. Our problem was that our old website only had about six pages that showed the intent of people interested in our service. From a sales perspective, this makes it difficult to measure interest everywhere, beyond our funnel marketing content. solution A renewed focus on brand and buyer personas While completely rethinking our online presence, our team analysed how customers look for services to help their business. Unlike in years past, "inbound marketing" is no longer the primary solution to their problems, reaffirming our entire redesign project and direction. With a more buyer-centric perspective, we're able to create an experience that matches the way customers ask about service. We rethought the entire navigation and restructured every page to guide the "why" of our service, not the "what". This strategy suits more educated consumers than ever who are looking for solutions to specific problems and new ways of looking at them. A new frontier for brand reinforcement, not fear Many companies are hesitant to change their domain names, fearing that they will lose their rankings on Google and other search engines. While this is a legitimate concern, it's not necessarily a problem. After much deliberation, we decided we absolutely needed a new domain to maintain the integrity of our brand. So, we changed our entire website from our old domain , chooseimpulse.com, which we've been using for almost 5 years, to our new home , impulsesecreative.com . By analyzing our own situation, fully understanding the risks involved and advancing strategic due diligence, we are able to achieve good results for Impulse Creative and develop successful case studies for our clients. Enhanced functionality with HubSpot technology Our website was one of the first to launch with HubSpot's new design manager. Additionally, we leveraged all the technologies HubSpot has to offer to create the most seamless user experience possible. This includes various uses for HubDB, smart content, conferencing and messaging tools.