Increase in website traffic post-launch
Improvement in technical SEO performance to 92/100
Our client had an underperforming website built on WordPress. From both a marketing and SEO standpoint, the best-performing pages were unrelated to how the business solved for its customers, and there was the keyword and canonical cannibalisation in the website structure.
Additionally, the customer journey was unapparent, and the branding and messaging were not resonating with the audience.
Blood Utd, an Australian-based design agency, delivered the rebranding work.
BIAS had to adapt that design and apply a simplified “environmentally conscious” approach in line with the business ESG initiatives.
The business set several KPIs and targets that the new platform had to address and looked to BIAS for further advice on CMS, 3rd party integrations and user experience.
BIAS does not advise companies to take big bets on one-off front-end redesigns for websites.
Unlike other agencies, we prefer to build out a scaled-back MVP that covers your most needed bases and pages and then scale out further pages based on the user behaviour of your website prospects.
Couple this with real-time A/B testing on HubSpot CMS, you have a holistic conversion rate optimisation and search engine optimisation process inbuilt from the outset.
This enables your internal team or us as an agency partner to deliver month-on-month design and growth sprints ensuring maximum conversion time and again.
Due to our approach, we were able to design and build the website on HubSpot’s CMS, chosen because the marketing team were already using Hubspot Marketing Pro.
This integration allows the business to gather more information about the behaviour of its customers and prospects across its marketing channels.
It also provided a baseline to springboard into a deeper personalisation strategy using smart content and smart lists, unique to the HubSpot CMS.
We created a unified and siloed experience across multiple blogs for a great content experience and a customised approach to content updates.
We launched in September 2022, and between September and November, Datamaran saw a 245% increase in traffic, a year high, however, the internal lack of consistent marketing has seen the traffic fall back to pre-launch levels.
Additionally, the website’s score on the SEM Rush pre-project was 59/100 pre-refresh and the current site scored 92%/100 at launch.
The GDD approach paid off as we could launch fast and iterate based on the data from SEM Rush, Google Analytics, and Hotjar.
We fixed all of the SEO issues previously identified in the WordPress platform, removed any underperforming content and then used multiple SEO tools to optimise page by page, including GT Metrix, Pingdom and SEM Rush.
The current site scores 87% for core web vitals, 96% overall for site performance, 93% for crawlability and 100% for markup.
The site has been re-optimised around current search terms, but the internal marketing team have work to do to rank for the killer keywords that will help pay off.