Our Work

IT Services Company Website Redesign

XS International (XSi) is a global IT services company that specializes in the IT aftermarket. For more than 20 years, XSi has been lowering the total cost of IT for enterprise IT departments, government contractors and the federal government by providing refurbished systems, 3rd party maintenance, asset recovery services, and IT consulting services.

Services:

The Challenge:

XSi needed a new online marketing strategy after shifting the business from a products oriented model to a service focused model. The company's new sales process was more complex, requiring a lengthy education phase to qualify leads. In order to grow the business, XSi's CEO recognized the importance of a strong inbound marketing strategy that would draw in targeted traffic, generate qualified leads, and establish XSi as an industry thought leader.

By 2010, XSi was managing a separate website for each market served: one for product sales, one for asset recovery services, one for IT maintenance, and one acted as a parent portal for the other sites. Each of the 4 sites existed as a completely separate entity, resulting in a lack of brand coherence and a dilution of the core message.  XSi needed to consolidate the separate websites into a single website that would unify the brand and provide clear navigation for both government and private sector users.

The Solutions:

To fully realize the benefits of inbound online marketing and develop an easy to manage and grow website, the site was custom built on the powerful HubSpot CMS. The platform’s user friendly interface allows XSi to edit, create and publish content without relying on 3^rd party vendors. HubSpot’s lead capture, lead intelligence and lead nurturing tools allow XSi to convert a higher percentage of website visitors into leads. The built in analytics software helps XSi measure and analyze marketing programs to improve the effectiveness of marketing efforts.  Our extensive knowledge of the HubSpot CMS allowed us to create a highly customized design that still maintains the flexibility for the client to easily update and edit the site.

“Our past Websites have been cumbersome and included a lot of customizations which required programming. This left us married to the technology we used for way too long. The new site is incredibly flexible allowing real-time changes, additions and subtractions without any outside vendors. LyntonWeb without asking implemented impressive best practice programming that increased the flexibility. In addition, the access to changing site keywords and meta data, adding downloadable documents and viewing detailed reporting is a snap. We are very pleased!” –Todd Bone, CEO of XSi

Due to a lack of brand consistency across XSi’s online assets, we approached design from the ground up. We began by defining a color pallet that appeals to both industry and audience. We chose a sleek, modern design that incorporates a highly dynamic web 2.0 look and feel.  The home page features a news ticker and blog feed, keeping the website current and fresh each time a visitor returns. Social media icons are placed prominently throughout the site to allow visitors to connect with the brand and easily share information with others.  Customer and membership logos are included to allow instant recognition of credibility and scope of XSi’s services. 

To increase organic traffic from targeted search terms, our SEO team researched keywords and completed a competitive analysis, ensuring every page on the website was optimized with meta tags, titles, descriptions, and alt image tags.  The search terms were added to HubSpot’s keyword grader for easy tracking and future optimizations. XSi is able to use this foundation to create new blog posts, landing pages, and whitepapers that capitalize on opportunities to grow traffic and increase the quality of their leads.

“Lynton Web was able to develop our site taking maxim advantage of Social Media Marketing including Blogs that gave us a significant increase in qualified traffic and the their suggested use of registration for whitepapers increased the quality of our leads. The functionality of tracking URLs and viewing page views by lead allowed our sales staff to better understand the lead’s interest in order for them to covert leads to prospects and sales.” –Todd Bone, CEO of XSi

By dividing the website into main service areas, product sales make up a smaller fraction of focus and the new website creates an anchor for a renewed branding campaign that raises industry awareness of the services provided by XSi. The layout and navigation are designed to deliver a logical path for both government and non-government customers to find the services and information related to their needs. In addition to optimized navigation, the site’s content now fully engages the target audience, compelling them to download whitepapers and request service. Now that every page has at least one call-to-action related to the content, XSi is able to better segment and qualify the leads that come in.

“Our goals with our new site was to promote our service offerings more than the products we sell. Thanks to the development and marketing of the site, for the first time in our 20 year history, our service web site pages have been more viewed than our product pages. This has led to substantially more service based leads which is exactly which we asked LyntonWeb to accomplish.” –Todd Bone, CEO of XSi