UrbanBound's challenge
UrbanBound came to New Breed in need of a website redesign on the new HubSpot CMS. UrbanBound wanted a website that would establish trust with current and potential investors. The site also needed to function as a sales-ready, lead-conversion machine as they ramped up inbound marketing efforts.
New Breed's solution
We began our partnership with UrbanBound with our Growth Acceleration Workshop. We worked collaboratively with their team to identify and refine their buyer personas, review their business and revenue goals and establish benchmarks and KPIs to monitor. During this interactive workshop, we also examined how UrbanBound could better leverage inbound marketing and optimize their HubSpot account to accelerate their marketing efforts.
With the information we gathered during this workshop, we completely understood UrbanBound’s business and were ready to start the inbound and website planning stages. Our web strategy team created a website architecture that aligned with UrbanBound's goals, designed homepage wireframes and produced fully fleshed out conversion maps detailing how each of their personas would move through the finished website.
Our goal with the website architecture was to have defined conversion paths for each of UrbanBound’s personas so that each individual would find the information they needed in their particular lifecycle stage. For example, if the visitor was a champion early in their buying cycle, they may see CTAs (calls-to-action) inviting them to learn more about the UrbanBound platform through a whitepaper. For a decision-maker at the bottom of the funnel, who is more ready to purchase, a CTA that allowed them to request a free demo of the platform would be more appropriate. Regardless of the scenario, we wanted to account for each of the persona's pain points and provide content that answered these challenges at the top, middle and bottom of the funnel.
We believe that the homepage of any website should not only be graphically appealing but also provide visitors with a clear navigation path toward the relevant content they’re looking for. We utilized a long-scrolling homepage style with distinct content zones and an anchored main navigation that follows the visitor down the homepage so they can either easily move to the next area, or go deeper into the website by visiting subpages. In this navigation we also prominently included a “Request a Demo” CTA to engage bottom-of-funnel visitors.
Built into the HubSpot CMS is the responsive design functionality. UrbanBound’s new website is fully optimized for different screen resolutions, so no matter what device a visitor is using, they are still able to quickly and easily find the information they were looking for. In addition, even though UrbanBound is a HubSpot customer and their team was comfortable navigating the software, we provided in-depth training and a guide that allows them to now easily manage the website internally.
