Investing in website structure, content, and service design directly impacts inquiries and customer engagement on your sites. Encouraging calls to action, search engine optimized content, and effective lead magnets increase your company’s visibility and help customers find your services quickly and easily. However, optimizing website structure and content can be a major undertaking, especially if you have to start from scratch, but fortunately, you don’t have to do it alone. We helped the testing laboratory Grant4Com create new structures for their pages, including content, forms, and lead magnets, with excellent results.
Grant4Com’s website was practically rebuilt from scratch. Customer and service paths were developed, and the website’s user-friendliness was improved. The pages were built to meet modern technical requirements, such as loading speed and a mobile-friendly structure, which are factors Google considers when ranking websites in search results. More lead magnets and calls to action (more familiarly, CTAs) were created for Grant4Com’s pages to facilitate and encourage contact between them and their customers. The marketing automation tool ActiveCampaign was also utilized, enabling Grant4Com to more easily share precisely targeted information about current events with its customers. If ActiveCampaign is not yet a familiar name, you should read our article on marketing tools. Customer-friendliness was indeed crucial in the service design of Grant4Com’s pages.
Equally important was the creation of meaningful content. In particular, Grant4Com’s blog was enriched with new topics, providing customers with informative and engaging content about product testing and certification. Blog posts answer questions that customers frequently have. Search engine optimization is crucial for content, as the most frequently searched terms should be included in articles as accurately as possible for Google to recommend the site among the first results. Blog posts introduce the company and offer content that interests and pleases both customers and search engine algorithms.
“The new pages have received a lot of positive feedback,” says Grant4Com’s Mona Hämeenaho. “Updating content and search engine optimization clearly helped customers find us faster and more easily.” In discussions with customers, it became clear that the optimized website content provided customers with useful information, enabling them to ask new and more specific questions about Grant4Com’s services. According to Hämeenaho, the new forms and calls to action also bore fruit, as inquiries increased and lead volumes grew compared to before: “The new pages led to more frequent discussions with customers than before, meaning we achieved exactly what we aimed for with the reforms.”
