This example is of how Headway Marketing has analysed website performance to help decision making.
A Surrey-based service provider has a global presence. Its founder believed that business was done on a handshake and began with a phone call or an introduction.
There was a need to improve the website to support the marketing function’s goals of achieving growth, but no understanding of where to begin.
Headway Marketing became embedded in the company and analysed website performance and that of the CRM. Running reports from both systems, issues became apparent; the CRM was an old and inadequate tool and the website built on an out of date platform that created problems for each new service the organisation ran.
The business runs events multiple times per year. The website served two purposes; one was to attract new business and the second was that one third of use was by event attendees during the events wanting to see the itinerary. This latter point was unknown to the organisation.
The approach to producing the website meant that the content was not optimised for mobile. Users on a mobile device could not read one line of text without scrolling, nor see a picture without pinching in or out. Users weren’t actually given all the information that they could have had access to. This was a missed opportunity.
Working with an expert in website development, Headway Marketing specified a solution that would see the website rebuilt in WordPress. Specifically, the company would be able to quickly create a new event using a template tool that would pre-populate information based on a specific structure used by the sales team during their pitch.
WordPress is mobile optimised out of the box providing a great user experience. Using the CX expertise of the developers, the whole interface was designed to maximise the availability of information for the attendees.
The website has been a success. In addition to supporting the use by attendees, the placement of the event information has successfully attracted new customers.
Google now reports that over 60% of website traffic is from mobile devices. While many sites have been developed to be mobile responsive, things do change. Keeping up to date with the website’s performance from a mobile device is critical. I recommend using Google Lighthouse; it is free and provides great understanding of your website’s performance.
If you are in need of refreshed marketing content, a lift in your SEO or are stuck with a website that needs something but you just don’t know what, Headway Marketing can help. Send a message and I’ll get back to you as soon as I can.
Headway Marketing Ltd
Headway Marketing provides a complete website management service: website analysis, content marketing strategies and content creation services that help you better connect with your customer.
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