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?