Background

The Second Street marketing site was underperforming and overcomplicated. When asked, the sales team said they found little value in it and rarely linked to it in sales outreach. Plus, it wasn’t driving a lot of organic traffic from search or from our popular blog – the Second Street Lab.

This is the homepage on the new secondstreet.com. The focus was on simplifying our messaging so prospects can quickly understand our offerings.

This is the homepage on the new secondstreet.com. The focus was on simplifying our messaging so prospects can quickly understand our offerings.

Objectives

I led a cross-departmental team with the objective of redesigning our marketing website so it better accomplished our business goals and was something our team would be proud of. Some of the key results included:

  • Increase the number of leads generated from the marketing website by 25%

  • Increase organic search traffic to the marketing website by 25%

  • Double the referral traffic from our blog website to the marketing site

Execution

At the core of the redesign was making it much simpler to understand what products Second Street offers. To do this, we simplified the messaging on the home page and quickly linked off to separate product pages for each of our products instead of having one all encompassing platform page. Each of these new product pages included multiple links to sales and content offers that could generate sales leads. Plus, building separate product and sub-product pages would be great for SEO.

The Second Street products are shown more prominently on the new homepage. Each links off to new product and sub-product pages.

The Second Street products are shown more prominently on the new homepage. Each links off to new product and sub-product pages.

We also updated the top- and bottom-level website navigation on the blog website so it was consistent with our new marketing website. This increased the visibility of our new product pages and sales offers while users viewed the thought leadership content on our blog – which historically had more organic search traffic.

We updated the navigation on the Second Street Lab blog so it’s more consistent with the navigation on the new marketing website.

We updated the navigation on the Second Street Lab blog so it’s more consistent with the navigation on the new marketing website.

Results

In the months after we launched the new marketing website, we increased both traffic and leads from the marketing site by over 25%. This includes over 1,000% more referral traffic from the blog website to the marketing website. And, maybe most importantly, the sales team now links to the new product pages in nearly all their outbound sales emails and finds it invaluable.