Project background.
We were approached by How2-Change, an exciting challenger brand in the consultancy space. Our brief was a simple one: help them to help more organisations to manage Change as well as they manage their business.
Sector
Business Consultancy
Project Timeline
May 2020 - Aug 2020
Supported In
How2-Change’s mission is to help organisations to do what may have seemed impossible, so their people can deliver exceptional results, enjoy their work and feel fulfilled. This is in stark contrast to the widely recognised issue that 70% of Change efforts fail, with the majority of projects over-spending, over-running and under-delivering.
How2-Change contacted us towards the beginning of the first national lockdown when many businesses were finding that their clients were struggling to make the necessary changes to their business operations in order to overcome the new challenges they faced.
We were tasked with creating a new website which would act as the core of all their marketing efforts. We began this project the way we begin all projects; with research, research and more research.
We conducted a free of charge audit of their website and marketing (in case you were wondering, we offer this for all of our new prospective clients, by the way) which showed that, among other things, their online presence would benefit from future-proofing to showcase their brand identity for years to come.
During our initial investigations, we also noticed that their current website was a little slow. There also wasn’t a great deal of SEO friendly content on the website which would have been affecting search rankings.
When the client asked us for our advice, we recommended a brand refresh, as there were opportunities we could embrace to take the brand further.
We also suggested designing and creating a whole new website; one that would perform really well and showcase exactly what they could offer as a brand.
Our discoveries.
Initially, as always, we did our research. When we looked at their case studies and testimonials, it was clear that this may be the best Change Consultancy you’ve never heard of. We needed to help them tell their story, so prospective customers needing their help could engage with them.
We found that Change was an area of consultancy which is often misunderstood. We needed to work out how to communicate the benefits of what the company does, whilst keeping the attention of the user. We also found that Change is a very abstract concept and we had to ask ourselves how we might visualise the Change process and effectiveness of Change in order to make it more tangible for a prospective client.
We also discovered that Change consultancy is not necessarily something that the target audience knew existed. We needed to figure out how to communicate the benefits and alleviate their objections or worries.
We also found that Change management can vary from sector to sector. A big part of our project was to work out how to communicate tailored benefits to each sector without alienating other segments of the audience.
After all this research, we knew we had our work cut out for us but we can’t resist a challenge.
What we did.
Brand refresh
As part of the brand refresh side of this project, we retained the overall concept of the logo but refreshed it a little to make it more communicative to How2-Change’s audience. Sometimes you just need a fresh pair of eyes to make an idea work.
We also made the ‘traffic light’ concept an aspect of the brand throughout the website. The idea was that it showed the journey of Change initially being hindered or blocked, to Change working effectively.
Website functionality
We added a lead magnet facility to support in marketing and advertising campaigns. We also made changes to attract website traffic from certain adjacent search terms for which the client offered an alternate solution for.
Another part of the project included adding an email newsletter signup to build a database to send out content to. It’s imperative that the amazing content they planned to create made its way to its audience.
We knew that it was important to add an acknowledgement of the current economic and social climate, including how COVID-19 could affect business change alongside a way to visualise the unique framework How2-Change operates from.
We also added case studies which targeted specific segments of the audience and landing pages for ‘issues’ which would provide solutions to businesses with a particular problem.
The results.
During this project, it became very clear that the client was extremely knowledgeable about his sector and the end result was successful partly because he gave us so many creative ideas and thought carefully about how his audience would find and navigate the website. Working with a client with this much knowledge really did push us to create our best work.
We like to make sure that we’ve achieved what we originally set out to and for that reason, we have to look at the data. That’s why we monitored their analytics and saw noticeable improvements to key KPIs.
We’re big believers that it isn’t good enough to just create an amazing website; we need to empower our client to capitalise on their new website as much as possible. This is why we trained the client up on the WordPress CMS so they could continue to add content as and when needed (but we let them know that we’re always on hand if they need any help).
Fast forward to today, we continue to host the website and support in website updates and maintenance. Overall, the client was happy with the website which is the best outcome! Happy clients mean a happy Insight team!
+32%
bounce rate, reduced from 56%
+326%
increase in page views
+64%
increase in organic search referrals
