Targeting c-suite decision makers with a strategy-led website

Design and development of a new WordPress website to support marketing, lead generation and sales activities to drive growth for B2B SaaS company Abusix.

The Challenge

Abusix is an enterprise B2B SaaS security company that offers email threat protection to mail operators and network abuse handling solutions to ISPs, Telcos, Cloud/Hosting Providers, and Enterprises to stop the rapidly growing problem of email-borne threats and other kinds of network abuse.

Abusix approached Clarity with a request for a new website design and build to align with Abusix’s evolving product strategy and reflect the updated Abusix brand. The user journeys on the existing site were unclear, limiting conversion & lead generation.

A further challenge on the existing site was a lack of clarity on the full Abusix product portfolio, and their relationship to each other. Furthermore, the content on the website was highly technical and missing a layer of business focused messaging that talks to the C-suite decision makers.

The ultimate goal for the Abusix website was to ensure it is able to support growth, and drive more marketing qualified leads.

The Solution

UX, Discovery and Definition

The project kicked off with an in-depth discovery and definition phase, putting key foundations in place to meet the strategic objectives of the project. In practice, this began with a kick-off meeting between Clarity and Abusix teams, outlining approach and objectives.

Following this the Clarity began the discovery and definition work. To help with clarity around user journeys, and support clear positioning of the Abusix products throughout the website, 93digital collaborated with the Abusix team in several remote workshops focused on creating Proto personas. The personas were then used to map out the individual user journeys across the site and influence the creation of the site map and information architecture. The Clarity team then put together user journey flows and created a content map and wireframes.

SEO

To ensure that the new website was SEO optimised, the SEO work began at the very beginning of the project, during the discovery and definition phase. Clarity's SEO team completed keyword research and provided onsite requirements and SEO recommendations to be fed into the design and development stages of the project.

UI, Design and Development

As part of the UI and design process, Clarity updated the outdated design and ensured that it was aligned with the Abusix brand guidelines.

In this phase, Clarity designed and built a marketing landing page as a custom template, that has a streamlined focused approach to page layout, content and function to support the digital marketing initiatives of Abusix and help generate more marketing qualified leads.

Abusix moved from HubSpot to WordPress as their CMS of choice, and Clarity built the site with the Gutenberg editor. A resource hub was also designed and built, allowing for gated and ungated content and supporting the strategic marketing goals of the project.

Integrations

The site was integrated with Lever to provide Abusix with career functionality, and HubSpot for marketing automation.
The intercom chat plugin was installed by the Clarity development team to give customers a conversational interface they can use to engage with Abusix.

Notable Features

• SEO research
• Keyword research
• Strategic discovery and definition phase
• Gutenberg editor
• Lever integration
• HubSpot integration
• Hosted with WP Engine