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Event Structures and Exhibits

B2B Conversion Rate Optimization: 92% Lift, 343 Leads

A redesigned website, on-page SEO and a content download strategy brought Highmark 343 new leads in six months. A popup form captured 317 of them.

highmark
343
New leads in six months
After the content strategy launched
92%
Of those leads captured by the popup form
317 of 343 leads
30%
Increase in search visibility
Year over year
5 of 8
Top search terms ranking on Google Page 1
After the redesign and SEO

The Client

About Highmark TechSystems

Highmark TechSystems is a leading supplier and developer of modular exhibits for face-to-face marketing events. Its products include double-decks, modular walls, superstructures and mobile exhibits. They are known for design versatility, weight and installation efficiencies and ease of use, and can be customized for any indoor or outdoor event.

Highmark first came to New Perspective in 2016 for a new website. It wanted a modern design that worked across devices for visitors and for its own designers, builders and technical project leads. As its needs evolved, Highmark wanted the site to generate leads and capture prospect information.

Key Takeaways

  • A responsive redesign built around products and capabilities.
  • Search visibility rose 30% with 5 of 8 key terms on Google Page 1.
  • A popup content offer captured 92% of leads over six months.

The Challenge

An Old Website That Did Not Generate Leads

Highmark wanted its website to show how it stands out from the competition, with product line differentiators, key capabilities and resources. It had three primary goals when it reached out to New Perspective.

  • 01

    Redesign the Old Website

    Replace the old site with a modern design that works across devices.

  • 02

    Increase Lead Generation

    Use the new website to generate leads and capture prospect information.

  • 03

    Strengthen Brand Presence

    Show what sets Highmark apart from the competition.

The Approach

How We Helped Highmark TechSystems

We started with the website, then made it work harder to bring in business. Select a phase to see the work.

Step 1 of 3

A Fully Redesigned, Modern Website

New Perspective delivered a complete website overhaul. The responsive design was built around showcasing Highmark's products and capabilities.

Highmark TechSystems products page on the redesigned website

Step 2 of 3

Core Pages Optimized for Search

We fully optimized the core website pages for search engines. This quickly led to a 30% increase in search visibility and a Google Page 1 listing for 5 of Highmark's 8 most relevant search terms.

Step 3 of 3

A Content Strategy With Website Downloads

The new website was a big step up, but it could do more to bring in business. We created a content strategy with website downloads, offered through HubSpot calls-to-action and a popup form.

Now Highmark's sales team knows who each website lead is and which products they care about. Reps can tailor the conversation to what matters to the prospect.

Highmark TechSystems website popup form offering a content download

The Results

What the New Website Delivers

Over the next half-year, the content strategy turned the website into Highmark's main lead source.

  • Leads 343 New leads in six months

    Highmark gained 343 new leads over the half-year after the content strategy launched.

    Six months
  • Popup Form 92% Of leads captured by the popup form

    317 of the 343 leads came through the popup form.

    Six months
  • Search 30% Increase in search visibility

    Gained after the redesign and on-page SEO.

    Year over year
  • Rankings 5 of 8 Key search terms on Google Page 1

    Five of Highmark's eight most relevant search terms reached Page 1.

    After the redesign

FAQs

Frequently Asked Questions

01What did New Perspective do for Highmark TechSystems?

New Perspective redesigned the website, optimized the core pages for search and created a content strategy with website downloads to generate leads.

02How many leads did the new website generate?

Over six months, Highmark gained 343 new leads. The popup form captured 317 of them, or 92%.

03How did the redesign affect search performance?

Search visibility rose 30%, and 5 of Highmark's 8 most relevant search terms reached Page 1 on Google.

04How does the website help Highmark's sales team?

HubSpot calls-to-action capture who each lead is and which products they are interested in. Sales can tailor each conversation to the prospect.

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