After spending six figures on new branding and website, Nfinit came to us with a website that confused users and left the business wondering if any leads were coming in. We stepped up to help them speak to their ideal client while also improving their data cleanliness.
Case Study
Optimizing Web Performance & Improving Data Analytics
Assessing The Status of Nfinit's Digital Marketing Presence
The Challenge
Analyzing What’s Working & What’s Not
Nfinit came to us concerned that they were not getting any leads from their website. They recently rebranded and created a new website that was not user-friendly in their opinion. The navigation of the website was confusing for users, their previous brand name was still present on their website, and there were many broken links from their old website. Only a handful of blog posts were getting any traffic but hundreds of blogs were being housed on the site. It was a nightmare to maintain.
Additionally, the branding did not effectively convey the values of their clients or the services that the company now offered. They were not sure for which keywords they were ranking, they did not understand their traffic levels and why their analytics were so inconsistent. They needed a partner to sort all of these items out and make a recommendation for moving forward.
SEO
- On-page Optimization
- Researching User Intent
- Mitigate Traffic Loss
- Update Backlinks
- Information Hierarchy
Marketing
- Target Audience Evaluation
- Messaging Alignment
- Conversion Rate Analysis
- Software Integrations
- User Sentiment
Analytics & Measurement
- Goal Conversion Analysis
- Analytics Trouble Shooting
- User Journey Analysis
- Marketing Channel Usage Analysis
Branding
- Evaluating Brand Consistency
- Competitive Analysis
- Defining New Image Standards
The Solution
Using Data to Make Improvements
The first step was to complete an assessment of all of the branding materials, all of the goals of the business, and traffic sources as well as their analytics implementation. We were able to analyze how real users were interacting with the site to highlight major areas that needed improvements.
Upon completing the assessment, our recommendation was to re-design their website with conversions in mind and to visually align their brands with their core offerings, and optimize their content to drive more traffic from searches.
Over the course of a few months, our team worked closely with the Nfinit team using the data we had gathered from our initial assessment. We selected the correct keywords, redesigned the navigation, and selected and created imagery that would resonate with their target audience. We also worked with their third-party vendors to select the best methods of integrating marketing automation software and security features important to an IT company.
The Results
When the website launched, it was met with a tangible feeling of relief for the Nfinit executive team. Its ease of use and the ability to find the information that they were looking for was obvious from the start. We also eliminated about 90% of their old blog posts that mentioned their old brand and were not driving traffic, which ultimately helped them maximize their crawl budget with search engines.
We were also able to effectively identify and solve issues with their Google analytics which allowed them to collect accurate data about traffic and leads generated from the new website.
Within months of finalizing the new site, the company was acquired by a larger entity.
The team really hit the mark! We asked for a simple, easy to manage, easy to use, and SEO friendly site. We got all of this and so much more. You have made our company proud with this representation of NFINIT.
Phil Kenney, CEO
Interested in Learning More About our AI-Optimized Websites?
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