Inbound Marketing Insights

Our client, a global leader in industrial test, measurement, inspection, and assembly solutions, serves a diverse range of markets, from automotive and off-highway to medical devices, consumer electronics, and industrial process control. Known for advancing innovation in leak testing, in-process testing, and data management, the organization recognized the need to elevate its digital presence to match the sophistication of its offerings.

Historically operating on a custom content management system (CMS), the company made a strategic move to HubSpot’s CMS as part of a broader marketing transformation. This shift aimed to streamline operations, unify marketing technologies, and accelerate their ability to manage and optimize web content. A core objective of this transition was to implement a dedicated search engine optimization (SEO) strategy to drive more qualified traffic and increase conversions from organic search.

To support this initiative, Prism Global Marketing Solutions conducted a comprehensive SEO audit and website optimization program, aligning their content, technical SEO, and conversion strategies under one cohesive plan. The results were not only impressive, they were transformative, leading to significant gains in traffic, engagement, lead generation, and ultimately, revenue.

SEO Goals and Objectives:
Their primary objective was to have a dedicated search engine optimization strategy and a regular content amplification program to improve organic search and conversion from organic traffic. The goal of moving to HubSpot was to make changes to their website quickly and easily, leverage built-in SEO tools in HubSpot, and maximize their content efforts by focusing on the right keywords to drive qualified traffic and convert that traffic into sales leads.

To help with this, Prism Global Marketing Solutions first started with a comprehensive website audit that included the following:

• A complete keyword assessment of what keywords were currently driving traffic, the keywords they should target based on search volume, and a review of competitor websites. The goal was to ensure the current pages on the website were driving the right traffic based on targeted keywords specific to their business and buyer personas.
• A comprehensive optimization of their search terms by page, which included research and implementation for improvements, including: 
  • Three target keywords per page based on search volume and current ranking
  • Page title 
  • Meta description 
  • Page header 
  • Overall page content 
  • Image alt text
• A complete conversion rate optimization review with recommended downloadable assets and conversion offers per page to align with the primary content on their existing website pages. The goal was to define the buyer’s journey for each website page and determine which content would best align with where a particular visitor was most likely on that journey. 
• A thorough review of the technical SEO elements, such as page loading time and mobile responsiveness, is critical to ensure a positive website experience.
• A content calendar focused on blogs and new downloadable content that would align with their new SEO strategy.

Strategy, Tactics & Results:

• Refreshed SEO Throughout the Website: With the keyword assessment and recommendations for on-page SEO, including page title, meta description, header, content, and alt text, they saw a 48% increase in total website traffic and a 12% increase specifically from organic traffic.
  
  Organic traffic is also the most impactful source of traffic, leads, and conversion.

• Data-Driven Conversion Rate Optimization: With unique calls-to-action driving prospects to downloadable content geared toward where they are in the buyer’s journey, they saw a 28% increase in new online sales qualified leads.
  
  
• Increase in Impressions, Average Position, and Clicks in Search Engines: With an improved focus on SEO, they saw a:

• 59% increase in total impressions
• 60% increase in total clicks
• 20% improvement in average position

• Added Dynamic & Multivariate Calls-to-Action (CTAs) to the Website: As a step beyond conversion rate optimization, we further optimized the organic traffic conversion strategy to display dynamic and multivariate calls-to-action. This means we could see if an individual had already downloaded or engaged with specific content in our marketing automation tool. From there, we could display another piece of related content instead. This allowed for organic visitors to have a personalized experience, leading to increased website engagement, resulting in: 
  • 102% increase in total CTA views
  • 26% increase in total CTA clicks 
    
    
• Website Technical Optimization: The following shows the technical website improvements from a third-party website review tool. These optimizations are essential to helping a site run quickly and efficiently to optimize the user experience. The review and updates included:
  • Responsiveness & Mobile Font Size
  • Permission to Index & Meta Descriptions
  • Plugins & Caching
  • Security & Redirects

Business Impact:

The charts below show data from January 2024 - June 2024.

• 56,787 website visits and 1,279 new contacts from organic traffic
• 417 new customers, with a 32.6% conversion rate from inquiry to customer conversion.

• 82% increase in revenue

If you're looking to achieve similar results as the company featured in this case study, we invite you to speak with one of our inbound marketing experts today. We will discuss your current marketing and sales goals, how you're leveraging HubSpot, and the potential impact you could achieve when working with a HubSpot partner.