Inner Workings is a marketing execution firm for many Fortune 500 clients across the globe. When they engaged with our team, we put together a plan to revamp their website experience. Though they had a fresh design, there were key elements missing to a high-converting website:
In a multi-phase approach, we collaborated with the in-house marketing team to strengthen the website presence.
To begin, we met to review the personas, current funnel and business objectives. After being brought up to speed, our team was able to craft an architecture and content strategy that meets those objectives.
After identifying the new architecture, we highlighted key templates that would need re-structured. Using wireframes and design, we re-built WordPress templates from the ground up - which set the stage for iterations to all templates.
To support the overall goal to drive conversions, we also created new custom Marketo landing page and email templates.
Often overlooked are the systems that support tracking, measuring inbound marketing success. Our team audited, cleaned up and established best practices inside tracking systems tied to their business including Google Analytics, Google Webmaster Tools and Google Business tools.
Anyone who’s worked within an existing WordPress theme knows there are multiple factors that contribute to slow site speed or a compromised WordPress site. Since both are vital to SEO success, we took detailed steps to improve the overall site setup: