BlueVolt Website Redesign
INTRODUCTION | The previous BlueVolt website was outdated, had unclear content, and did not have any strategy for lead generation and conversions. Since BlueVolt is a SaaS solution (online learning — LMS), the website is the cornerstone of their marketing communications.
Upon joining BlueVolt, I was assigned ownership of the company brand experience and website. I redesigned, launched and managed the website using Hubspot website builder.
OBJECTIVES | The website needed to not only represent the BlueVolt company but also serve to generate leads for the sales team to follow-up with. To do this, the site needed to engage BlueVolt’s different prospect/customer types/personas.
Update design and content to resonate with and engage the different personas, primarily: (Industrial/construction) manufacturers, distributors, associations.
Optimize user journey and content for conversions — getting demo requests (form fill) for sales team follow-up.
Convey company brand values; innovative, customer-centric, credible.
RESEARCH | Research consisted of conversations with the sales and customer success teams to understand the pain points, value propositions, and competitive comparisons for our three main personas, manufacturers, distributors and associations.
Even though all three used the BlueVolt platform, they used it in different ways and for different reasons. I also subscribed to several industry newsletters and reviewed customer websites.
DESIGN & CONTENT STRATEGY | In order to optimize prospect conversions for the different persona types, I designed landing pages by solution type (target segmentation) for the different market audiences. Each page was strategically designed using best practices for conversions and my own User Experience Funnel Strategy to achieve optimum results.
Key messaging for each target audience:
Manufacturers — Increase brand mindshare. Consistent product training through the whole channel. Increase sales by connecting with promoting training to distributors.
Distributors — Get 24/7/365 accurate and up-to-the minute product training with safety & installation/tool use certifications for the products they sell.
Associations — Deliver training value to members — they can get certified for. Enhance member networking between manufacturers and distributors.
Prospect Journey Funnel
Above the Fold: “Why should I care about this and keep reading?”
Benefit headline/sub-head. Highlight top three benefits (or resolved pain points) in easy to review bullets.
Design: Use people shots to humanize the SaaS tech solution. Show environments & dress that resonate with audience.
Mid Section: “What is this and how does
it work?”
Break down benefits with features into small easy-to-review chunks. Briefly illustrate the platform and show some key competing benefits. Highlight the main single feature/benefit that competition does not have.
Video is a solution/company overview video.
Bottom and CTA: “Why should I
believe you?”
Sales graph shows evidence-based results for existing customers. Testimonials at bottom from nationally recognized companies. Logo slider of customers above the fold also contributes to credibility. Video highlights BlueVolt’s Sharing Center, their unique competing feature.
Users have a couple options in their journey here: fill in Demo Form to connect with a sales rep or navigate to sub-industry pages for more in-depth content specific to their industry. Those pages also have demo form at bottom.
Dispersing short videos that highlight benefits & features as well as solution story copy served to increase organic SEO. The site is responsive and I built special modules in Hubspot for mobile views to get more control over proportions and spacing.
RESULTS
Demo form/sales lead increase over 300%.
Organic SEO increased to bypass major competitors for keyword searches.
Contributed to company growth of doubling revenue in 2 years.
