Marketers are putting conversions at the heart of their CMS

Discover how implementation specialist GrowCreate is supporting today’s CMOs

An underperforming website

Although generating a healthy volume of clicks, the Connor website generated a disappointing number of conversions. It was clear to Connor’s CMO that by failing to generate good quality leads, the current site was not fit for purpose.

Working with GrowCreate, a specialist partner, it became clear that the customer journey was poorly defined. Without clear calls to action, website visitors simply didn’t know what to do or where to go. Due to the confusing experience, most visitors would leave the site – and Connor would lose a potential lead.

The GrowCreate solution

The key to improving the customer experience was replacing the content management system that powered the Connor website. The new CMS made the process of updating and publishing information much easier, allowing the marketing team to easily update pages without needing to learn additional skills such as coding.

GrowCreate helped to map out the ideal customer journey for website visitors. The creative team and UI designers created a new layout and structure, simplifying the user experience. Each page was optimised with targeted calls to action, making key content easier to find. The migration was achieved with minimal business disruption, ensuring that all-important search engine rankings were protected and that the Connor website remained easy to find online.

About Connor

As a full-service HR consultancy, Connor offers a range of personalised services to businesses and individuals including training, career development, outplacement and recruitment. Connor’s mission is to help businesses improve performance
through their people.

A new web presence

The new Connor website delivers on several layers. By helping visitors find the information they need more quickly, it becomes easier to capture their attention. Once engaged, these visitors can be converted into qualified leads relatively easily, giving Connor’s CMO a constant stream of new contacts to target.

Connor’s mission is to help businesses improve performance through their people.

An increase in qualified conversions

The new website has fulfilled its two key goals. First, visitors can find the information they need quickly and easily. Second, the improved user journeys and calls to action have increased lead generation, giving the marketing team more to work with as they plan and execute future campaigns.

The friendly, people-focused design of the website has proven effective in what is a very personal industry sector.

Graham Smith, Head of Marketing at Connor, was impressed with the final result.