Same Website, 92% More Leads: The Highmark Techsystems Success Story

Highmark is a leading supplier and developer of modular exhibits for face-to-face marketing events.

VISIT HIGHMARKTECH.COM

The Challenge

When Highmark first came to New Perspective in 2016, they were looking for help designing a new website. Highmark wanted a new, modern design to work seamlessly across different devices for website visitors as well as their own designers, builders and technical project leads. They also wanted their website to show how they stand out from the competition by showcasing product line differentiators, key capabilities, and resources. As Highmark’s needs evolved, and they saw a need to use this website to generate leads and capture prospects’ information.

The Solution(s)

In the website design phase of our partnership, New Perspective delivered a complete website overhaul, including a responsive design that was built around showcasing their products and capabilities. We also fully optimized the site for search engines. This quickly resulted in a 30% increase in search visibility, and a Page 1 Google listing for 5 of their 8 most relevant search terms!

Highmark’s new website was a big step up—but together, we decided that it could do more to bring in business and generate leads.

As a modular exhibit supplier, Highmark’s site has dozens of downloadable resources, including spec sheets and models of each individual exhibit kit. Previously, this content wasn’t gated; site visitors could download any of these resources for free, without even providing their name.

Highmark and New Perspective decided that gating this content would help generate more leads and track those who converted into customers. The resources would still be free, but now, the visitor would be greeted with a popup form asking for their name and email address.

We set to work, replacing each “download” link on the website with a HubSpot call-to-action. Not only did this allow us to trigger the popup form with a click, but it also allowed us to track each individual product visitors clicked on, even after they filled out the form. This provided Highmark with data they had never had before: Who is coming to their website? What products are they interested in?

Results

Over the next half-year, Highmark gained 343 new leads. 317 of those leads were captured by this popup form. That means that this project accounted for 92% of Highmark’s leads in that timeframe.

But the benefits didn’t stop at lead generation. With these HubSpot calls-to-action, Highmark’s sales team has access to information they would never have had before. Now, when they reach out to a lead captured by the website, they know exactly who this person is and what products they’re interested in. It allows them to tailor the conversation to what’s important to the prospect, which will ultimately have an impact on whether their leads become customers.

20%

Increase In Organic Search Traffic

92%

Increase In Lead Generation

30%

Increase In Search Visibility

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