The Challenge
Equidox helps their customers make PDF documents accessible and usable for everyone, including people who use assistive technology to access websites and digital documents.
The problem? Their logo was generic, their outdated website was difficult to update and they were inadvertently losing leads by using disparate systems full of bad data.
The Solution
Before jumping into the website redesign, our branding experts helped Equidox clarify their positioning and create a logo that quickly conveys what the PDF accessibility company does in a single glance.
Using that research on business goals and audience needs, we simplified their existing sitemap and designed a user-driven interface for their website that would encourage conversions. As an accessibility software company, creating a website that would accommodate screen readers was a must, so we followed WCAG standards for color contrast ratios, tab order, font sizes and more.
With those projects complete, it was time to help them move from Act! to HubSpot. We led their small but mighty sales and marketing team through a series of customized trainings and homework worksheets, but also did a lot of the more technical set up ourselves, such as:
- Creating deal pipelines and stages connected to workflows, which sent automated emails and internal notifications to finance and accounting
- Setting up forms that triggered lifecycle stage progression, lead assignment, confirmation emails and nurturing campaigns
- Implementing lead scoring to monitor slow burn leads and alert sales reps at the perfect time
- Integrating accessibility tools that allowed for a positive user experience without sacrificing data integrity
- Developing custom reports to highlight weighted pipeline, revenue, sales activity, deal type, customer segmentation and marketing performance
The Outcome
With a solid branding platform, accessible website and robust tech stack, Equidox has the foundation for a scalable and sustainable marketing program in place.
Their internal team now enjoys decreased manual effort, trustworthy data and increased user adoption.
Externally, prospects and customers are responding positively to these changes as well. More specifically, after site launch, Equidox saw a:
- 103% increase in average time on page
- 43% decrease in exit rate
- 97% increase in organic search traffic (including a 26% increase in blog traffic)
- 36% increase in users
HubSpot CRM implementation was just as successful, with:
- Over 1,000 form submissions
- 16% lead-to-customer conversion rate
- 15% CTR on 25,000+ email sends
- 16,000+ logged sales activities
- $350K of marketing-influenced revenue
Hear from our happy client…
Kiwi has been an exceptional partner for our sales, marketing and branding needs. Our website traffic is way up and we're getting better leads than ever before. We never feel like "just another customer" and they have never disappointed us.
Tammy, Content Marketer
Equidox