Company Goal: Kadence wanted to transform its website from a brochure site into a marketing machine – with the key goal being inbound lead generation in the form of briefs and RFQs. Looking to capitalise on clear opportunities to improve SEO and UX, Kadence partnered with Clarity.
Clarity’s Challenge: We needed to build a best-in-class, UX-focused B2B website that sits at the heart of global digital marketing driven growth for Kadence International, improving SEO results and lead generation.
Strategy, discovery & definition
The project began with a thorough digital strategy, discovery and definition phase of work, incorporating various workshops and sessions with key Kadence stakeholders across multiple different time zones.
Initial work in this phase included a competitor review and an audit of existing analytics. We also worked with Kadence to define lead qualification stages across their buyer journey.
Driving organic search results was a big focus for this project so SEO was another key element of the strategy, discovery and definition phase. Our SEO team carried out SEO keyword research, planned technical & onsite SEO requirements and shaped an initial content plan driven by SEO data. This ensured that strong SEO foundations were built into the website from the very beginning, and that when the new site went live it was set to make SEO gains immediately.
As part of the design process, the Clarity UX & design team mapped out user journeys for the new Kadence site. For each stage of the buyer journey, Clarity listed anticipated user needs/actions and married these to opportunities for Kadence. Using scenarios for key user personas, Clarity then created diagrams for routes through the site as a visual aid to the development of the content map and wireframes.
This strategy work was of crucial importance, laying the foundations for a new site that would deliver marketing results.
Kadence provided brand guidelines which informed the design of the new website. Our design team created a dynamic and engaging site that showcases Kadence’s service and sector specialisms, whilst also communicating their ‘global boutique’ proposition and regional capabilities.
Web development and integrations
In order to accommodate Kadence’s global target market, the site is primed to make use of multilingual functionality, allowing Kadence’s global marketing team to translate and localise content in certain areas of the site.
The site features a Knowledge Hub that supports searching, filtering and gated content downloads, which is home to Kadence’s library of resources and proprietary research reports.
The site is also integrated with the firm’s existing CRM and email marketing tools. This has allowed Kadence to clearly track the opportunities associated with the website and establish a clear ROI.