Client
ANS
Sector
IT Consultancy
Process
Audience Brand and Content Workshops, Information Architecture, UX and UI, Website Development, Content Writing
ANS is an industry-leading digital transformation partner. The team takes cloud, security and business apps and makes them easily implementable and manageable for enterprises and SMEs alike. Making intimidating targets feel achievable for a client in a state of flux: a digital transformation firm going through its own transformation.
The challenge
Having acquired the SMB-focused UKFast, ANS needed to adjust their messaging, product architecture and website to reflect that they no longer worked exclusively with enterprises. Their marketing automation, too, required a dramatic rethink.
It was vital that neither audience – SMB or enterprise – felt alienated or confused by ANS’s newly two-pronged offer. After all, the ANS team had some lofty targets to hit, including a 15% increase in website visitors; a 25% increase in pages per session; and a 100% increase in form submissions.
Our response
- We created new information and product architectures that thoughtfully partitioned SMB and enterprise audiences.
- Crafted clear, tailored, empathic messages to SMB and enterprise personas – always saying the right thing, at the right time, in the right way.
- Launched accessible new product pages for our SMB audience, helping them see how and why digital transformation was relevant to them – and nothing to be intimidated by.
- Sharpened up the martech stack: integrating forms with Pardot, and improving tracking with Google Tag Manager and Analytics.
The reaction
“The team were detail-obsessed and incredibly customer-focused, building out comprehensive user journeys for the new site, and planning, designing and delivering it from there. The new website is already receiving more qualified leads from SMBs – which we’re now able to confidently report on, thanks to the thorough tracking established by the team.”
Sophie Cornock, Integrated Marketing Director, ANS.
