Haskell & White
B2B Web Design and Digital Marketing for Accounting Firm
+96.16%
Leads
+1.26%
Sessions
+6.01%
Organic Search Sessions
+25.41%
Social Sessions
+28.82%
Social Users
Date Range: 7/26/2023 – 9/9/2023 compared to 7/26/2022 – 9/9/2022
Challenge/Situation
Haskell & White, a respected midmarket accounting firm, began its journey with Bop Design five years ago when they enlisted our expertise for a B2B website redesign. The success of the initial launch led to an ongoing partnership in digital marketing, including content marketing and search engine optimization (SEO). Through ongoing SEO work, content creation, website optimization, retargeting ad campaigns, and LinkedIn advertising, Bop Design drove qualified, engaged traffic to the website and converted 10-15 leads per month.
Pleased with the continuous positive outcomes, Haskell & White chose Bop Design again for a website refresh, this time with a strategic focus on presenting a modernized online experience for new clients. The B2B accounting firm also wanted to incorporate accessibility features to ensure the site delivered a seamless user experience for individuals of all abilities. The focus was on attracting both top-tier talent and prospective clients through a modern and approachable online presence.
Solution
The Bop team embarked on a redesign strategy that balanced engagement with accessibility. The design introduced dynamic elements, including video in the hero section for engagement, while retaining the brand’s trust-inducing blue and green brand colors. Accessibility was prioritized through clear menus, strategic color ratios and contrast, and straightforward copy. The career page was expanded to attract fresh talent, featuring testimonials and simplified job filtering. We updated the navigation and added breadcrumbs so users could easily find their way through the site. We also condensed the site’s many forms down to just one, creating a more streamlined user experience while maintaining the same lead-generation functionality.
Results
Two months after launch, the redesigned website showcased substantial improvements compared to the same period in the previous year. Leads skyrocketed by an impressive 96.16%, attesting to enhanced user engagement and conversion rates. Social sessions and users also experienced growth, increasing by 25.41% and 28.82%, indicating an expanded social media presence. Notably, the bounce rate was reduced by 8.15%, reflecting heightened user satisfaction. These metrics collectively underscore the website’s effectiveness in attracting, engaging, and converting visitors. Haskell & White continues to work with our team for ongoing marketing including blogging, SEO, and website maintenance. This cyclical collaboration stands as a testament to the enduring success and value of Bop Design’s services in both B2B website design and ongoing marketing efforts.
Let's talk about your project
Get in touch to chat about how we can help you build a better B2B brand. Don’t be shy. We’re great listeners, and even better problem-solvers.