Rethinking UX and martech for maximum impact
Process
Audience, brand and content workshops
Messaging framework creation
Information and product architecture
UX planning and wireframing
Website copywriting and development
Marketing automation integration
The Challenge
Digital-transformation consultancy ANS had recently acquired UKFast, expanding its offering beyond enterprise clients to include SMEs. However, its existing website and martech setup didn’t reflect this shift, making it difficult for SMEs to engage.
The challenge was twofold. Firstly, the website structure needed to clearly differentiate the two audiences, while maintaining a cohesive brand identity.Secondly, the martech stack had to enable seamless lead capture, tracking and reporting across both segments.
ANS set ambitious targets, including a 15% increase in visitors, a 25% uplift in engagement, and a 100% boost in lead generation.
The Response
We rebuilt ANS’s website architecture and martech stack to create a seamless user experience, focused on generating conversions.
For the website, we developed a brand-new information architecture, ensuring clear navigation for both SME and enterprise prospects.
We then transformed the martech set-up, integrating web forms with Pardot; enhanced tracking via Google Tag Manager and Analytics; and refining the existing reporting processes.The result? A 218% increase in form submissions and 65% more organic traffic – in just the first three months.