Cloud software business sees 100% increase in quality leads

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.

urbanbound case study new breed marketing

Location: Chicago, Illinois

Founded: 2011

Employees: 51-200

Industry: Software

Based out of Chicago, UrbanBound is a web-based platform that offers relocation solutions for enterprise companies during the employee relocation process. They take moving to the next level with a toolkit to assist with all aspects of the move, reduce stress and keep the moving process on track. Educational resources ensure employee retention and relocation success, while information on low-cost vendor options, monitoring and expense tracking make the transition affordable and smooth.

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.

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 be 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 an in-depth training and guide that allows them to now easily manage the website internally.

Result

In conjunction with their inbound marketing efforts, the new UrbanBound website has quickly become their best salesperson, generating more highly-qualified leads. As the website now integrates seamlessly with their inbound marketing efforts, the team has been able to more efficiently and effectively move leads through the sales funnel.

Having a best-in-class website is essential for separating your business from the competition and can be an amazing tool for helping you achieve your business goals. With New Breed’s expert team of certified CMS designers and inbound marketers, you can trust you’ll receive a customized web presence and marketing strategy that will help you attract quality traffic, convert that traffic into leads and close those leads into customers.

UrbanBound’s website was also featured on the HubSpot Inspire page, a page dedicated to showcasing the best of the best in CMS website design.

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