135% surge in website traffic
61% increase in new contacts
153% increase in contacts assigned to Sales team
Before starting this project, Utopia hadn't done a website refresh in well over 5 years, so the website had an outdated look and feel that didn't capture the modern, innovative solutions for which Utopia is globally recognized .
The old website had very few CTAs and as a result, the website wasn't converting many inbound leads. There wasn't a clear path for users to follow.
The header navigation had an overwhelming number of dropdown options, which made it hard for visitors to get the answers they needed.
The old website used a ton of industry-specific terminology and "jargony" language - and presented it in a really poor way. The density of information was so high that it was hard to read.
So, we made sure the information was presented simply and that the information hierarchy was laid out in a meaningful way.
We took a lot of time to be thoughtful about the navigation so that our visitors wouldn't be overwhelmed by the options. It meant taking a hard look at the site and see how the presentation could be simplified.
Utopia had the opportunity to leverage their partnership with Forrester Research to build an integration. Forrester hosts an ROI calculator on their site that Utopia prospects can use, and Utopia gets the leads as they come in.
To do that, we created a hidden field on a form that pulls a UTM tracking code and sends a URL as a query string parameter.
Our priority was to turn site visitors into leads - so we made sure every single page had a CTA that was relevant to the information that was being presented.
At the bottom of each page, we have that resources section that offers additional content. There are two versions of the module - one automatically pulling from the blog and one where resources are manually inserted.
We've got content offers and CTAs strategically placed throughout the site, which provides a more seamless user experience and more conversions across the board.
Utopia is speaking to a sophisticated target audience that speaks a very specific language, so we did the keyword research to make sure that the content on the website attracted the right visitors.
Website sessions have more than doubled (114% growth) which means more people than ever are finding Utopia's website.
Page views per session and average time on page are up across the board - and bounce rate is down.
Conversions have increased by 61% since the site launched!
Even better, There have been 1039 inbound contacts created in the two previous entire YEARS, and the new website has generated 200 new contacts just in the past 90 days!
The contacts being assigned to the Sales team has more than doubled over the past 90 days.
"I would recommend Web Canopy to all small- and medium-sized businesses. They are our vendor of choice... They've proven their trusted thought leadership and expertise and most importantly, they've already driven results."
- Tom Martin | Head of Global Marketing
Utopia Global
If you are struggling with your website and you're concerned about how to make it truly act as an extension of your marketing and sales team, please know that we are here to answer any questions you may have and guide you through the process.
let's have a discussion about how to really make your website work for you. Click on the live chat icon on the bottom of this page, and let's chat. Cheers!
