Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: HubSpot Marketing: For Business with Aggressive Marketing Goals

Free Download Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
HubSpot Marketing: For Business with Aggressive Marketing Goals
Free HubSpot Marketing Guide
View HubSpot Marketing: For Business with Aggressive Marketing Goals
Pillar - HubSpot Marketing Hub

Free Guide:

Master the ins and outs of the HubSpot Marketing Hub before you get started

In this free guide, you’ll learn:

  • How to know if HubSpot is right for you
  • How to set up your HubSpot portal, 
  • How to truly get the most our of your HubSpot investment, and much more!

Engineering Firm Increases Traffic by 155% and Conversions by 1142% with Website Redesign

By Kaitlyn Petro

Kaitlyn Petro also recommends this free guide, HubSpot Marketing: A Comprehensive Guide for Businesses with Aggressive Marketing Goals.

Engineering Firm Increases Traffic by 155% and Conversions by 1142% with Website Redesign Blog Feature

By now, you’ve probably heard of the HubSpot Impact Awards. If not, they're basically a series of different awards given out quarterly by HubSpot to HubSpot Certified Partners.

The six award categories include Inbound Growth Story, Integrations Innovation, Website Design, Growth-Driven Design, Graphic Design, and Sales Enablement, and needless to say, every agency wants to be recognized.

In addition to recognition this quarter, Q3 winners are automatically entered as finalists for the annual Impact Awards that are presented at HubSpot's INBOUND Conference (coming up in November).

Having taken two of these awards last year, our talented family here at IMPACT has decided to once again enter one of our best websites into the mix!

Free Guide: HubSpot Marketing: For Business with Aggressive Marketing Goals

Who is New York Engineers?

New York Engineers is a well-known engineering company based in New York, NY.

Started by Principal, Michael Tobias, in 2012, they offer multiple engineering services to their clients, including mechanical, electrical, plumbing, fire protection, energy modeling, building commissioning, LEED consulting, and more.

They have expertise with a wide range of projects, from private residences to large industrial warehouses, and they possess a particular finesse with New York City construction. 

New York Engineers has recently been named one of Inc. 5000’s fastest growing companies in the U.S. and they take great pride in being accurate, responsive, and easy to work with.

With all of these great qualities, New York Engineers needed a website to match so they came to IMPACT. 

The Goals for Building a New Website

New York Engineers came to IMPACT with specific goals in mind. To reach them, they knew they needed a brand new website that would ultimately do two major things:

1. Attract more traffic to their site, while also building brand awareness

  • With only about 900 total visits per month to their website, New York Engineers had a dire need to increase traffic -- fast.
    • The goal: Increase traffic from 900 visits per month to 1,524 visits per month within 3 months of launching the website.

2. Increase their traffic to lead conversion rate

  • Because of the lack of conversion points on the site, their traffic to lead conversion rate sat at about 0.20%.
    • The goal: Increase traffic to lead conversion rate from 0.20% per month to 1.15% per month within 3 months of launching the website.

Their previous website screamed “outdated” and featured a 2-image homepage slider with no text (which meant no SEO value).

Their navigation sported About, Capabilities, Projects, Contact, and Career Opportunities, all of which lacked in keyword optimization. The only conversion points on the site were a contact form and a newsletter sign up form.

In terms of brand, the colors, fonts, and imagery just didn’t do a great job of showing how professional, reliable, and experienced New York Engineers really is.

With that, we knew there was a lot of room for improvement, so we set out to do just that.

The Strategy for Success

Now, I could try to sit here and write about the strategy that went on behind this project, but my partner and Strategist (and Texas native), Brie Rangel, would explain it a lot better than me:

“New York Engineers came to us with aggressive goals, a head-first belief in inbound marketing, and a clean slate. I devised a two-pronged approach to quickly get them on the right track: PPC clean-up and the build of a launchpad site.

While the launchpad site was being built, we focused on creating branded landing pages for their engineering services to pair with new and existing PPC campaigns. This assisted in an initial traffic and conversion lift.

In the background, we also created their keyword and content strategy and their first premium content offer to quickly grab more top of the funnel contacts.

To avoid a traditional, time-consuming website redesign, we implemented a Growth-Driven Design approach and built New York Engineers their launchpad site in 45 days, ensuring it clearly articulated just how they help their personas.

Every launchpad site requires strategy, so I researched their competition, as well as nationally-known engineering firms, to get an understanding of the type of information that our personas would find valuable. Then, my team and I put together logical conversion funnels to test against as the site launched.

We’re not done, and we still have quite a few assumptions to test. New York Engineers is an awesome client that is the perfect example of how to do Growth-Driven Design successfully.”

The Plan for Design

Of course, the website was planned to be designed and developed on the HubSpot COS.

To clearly define the kind of work New York Engineers delivers, it was well-known that imagery was going to be a huge part of the website design. Along with a completely redesigned Homepage, a defining About Us page, and an easy-to-navigate Blog, detailed Services and Project page layouts were created to really show the talent that sets New York Engineers apart from the competition.

Creative Lead, Marcella Jalbert, shares her vision for the final design of the website:

“When I envisioned what the new New York Engineers website was going to look like, I knew we needed something professional, modern, and with a little character to speak to the right personas. It needed to be reminiscent of the iconic New York Skyline. So, I chose the clean, modern Sans Serif font Roboto Condensed and riffed off the classic black and white photography with modern bold teals and oranges. Diagonal lines are used throughout to further support the geometric, modern tone.”

Compared to the previous website, the current design really helps showcase who New York Engineers is as a company, promoting their professionalism and expertise.

The website is laid out in a way that resonates with the visitor, ensuring they consume the correct message and clearly see the value of working with NYE.

The Development & Functionality

Once we had the perfect design, it was time to bring it to life.

Being built on the HubSpot COS, we had a lot of opportunity for customization, easy management, and flexible layouts. Always a part of our process, the website was constructed in a manner so that the majority of maintenance and update activities could also be performed by New York Engineers.

Providing everyone with the ability to visit with optimum experience, the site was developed with at least three responsive states for desktop, vertical tablet, and smartphone devices, and browser compatibility was ensured for IE9+, Firefox, Google Chrome, Safari, Opera, iOS and Android.

In addition to the high-impact service and projects pages included in the launchpad site, New York Engineers had a desire to show their strong, local presence.

We knew we wanted to implement a map onto the homepage, so we left it up to our Senior Front-End Developer, Kyle Sheldon, to efficiently build exactly what they envisioned:

“I had the idea to use a Google Drive Spreadsheet with all of their locations so they could all be controlled from one place while cutting down on work involved to implement it. This allows me to dynamically create an interactive map section or lists -- something we’re building out in October -- with the same data over and over, while New York Engineers maintains editability throughout the life of the map.”

And we can’t possibly forget the mobile experience.

To ensure the UI was intuitive, Kyle created a mobile menu that expands to fill the entire browser window, making it easier for the user to navigate. The flipping icons indicate change and bring delight to the user.

Optimizing For Awareness

It would be too good to be true if the design and build of the website alone would produce the results we wanted -- so that’s where optimization comes in.

Using inbound marketing and SEO best practices, we ensured all website and blog pages included keyword optimized title tags, meta descriptions, headers, and content. The main homepage value proposition was a careful decision, as we aimed for our visitors to know exactly what NYE does in about 2 seconds.

As Brie mentioned, she did a lot of research on the industry and on NYE’s competitors, allowing us to use the HubSpot Keyword Tool to help identify keyword strengths, weaknesses, and opportunities.

During the design phase, a heavy focus was set on appropriately restructuring the site architecture by creating content for awareness, consideration, and decision stages and implementing this content within the appropriate areas on the site. We utilized tools like Hotjar to gather data from the previous really to understand how visitors were engaging.

To support the projected increase of conversation rate, we planned to use specific "hacks" or tactics like the lead magnet currently on the homepage.

And Now...The Results!

To reiterate, within 3 months, our goal was to have accumulated at least 1,524 visits per month (up from 900) and a 1.15% conversion rate (up from 0.20%).

Currently, as I’m writing this post on the last day of September, approximately 2 months and 5 days since we launched the website, traffic stands at 2,053 visits and the website has a conversion rate of 2.48%. A more detailed report of a 3-month period is shown below:

 Month Visits Contacts Conversion Rate
July 1,206 8 0.66%
August 2,297 46 2.00%
September 2,053 51 2.48%


What's more, organic visits account for about 36.2% of all of NYE's traffic, with 11 keywords ranked in the top 3, 31 keywords ranked in the top 10, and 29 contacts from organic within the last 30 days.

With the plan to continue building upon the current website using the Growth-Driven Design methodology, there's no doubt the future is very bright for this successful New York Engineering Firm.

Some Before & After Images

Homepage

Before:            After:
NYE-Homepage-Before  

NYE-Homepage-After

 

About Us

Before:            After:
NYE-About-Before   NYE-About-After

 

Projects

Before:            After:
NYE-Projects-Before   NYE-About-After

 

New York Engineers previously did not have a blog, nor were they optimized for a mobile experience. The following two images show the current blog and mobile navigation.

Blog            Mobile Nav
NYE-Blog   NYE-Mobile-Nav
Pillar - HubSpot Marketing Hub
Pillar - HubSpot Marketing Hub

Free Guide:

HubSpot Marketing: For Business with Aggressive Marketing Goals

Master the ins and outs of the HubSpot Marketing Hub before you get started

In this free guide, you’ll learn:

  • How to know if HubSpot is right for you
  • How to set up your HubSpot portal, 
  • How to truly get the most our of your HubSpot investment, and much more!

Topics:

HubSpot
Published on September 30, 2016

Recent Articles

How To Optimize Your Marketing Automation Workflows With HubSpot (Tips)

By Kimberly Marshall on November 12, 2021
11 min read

Top 13 Inbound Marketing & HubSpot Solutions Partner Program Agencies for 2022

By Kimberly Marshall on October 29, 2021
8 min read

HubSpot Sales Hub: 18 Things Every Sales Rep Should Know How to Do (+ Videos)

By John Becker on October 28, 2021
5 min read

INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned

By John Becker on October 25, 2021
7 min read

Need a HubSpot Specialist? Here’s How to Find and Hire the Right Candidate

By John Becker on October 22, 2021
5 min read

How to Get Sales Reps to Use the HubSpot CRM

By Kimberly Marshall on October 18, 2021
4 min read

HubSpot and Data Privacy: How to Collect Contacts the Right Way

By John Becker on October 4, 2021
4 min read

INBOUND is Fast Approaching, Google Leads are Syncing, and Workflow Actions are Placeholding [Hubcast 275]

By Carina Duffy on September 23, 2021
4 min read

How to Know When You’ve Outgrown HubSpot Sales Hub Starter

By John Becker on September 23, 2021
4 min read

How to Get the Most Out of Your 2-Week HubSpot Free Trial

By John Becker on September 13, 2021
5 min read

CMS Hub Starter, business unit add-on, and Stephanie does email validation on a giant database [Hubcast ep. 274]

By Carina Duffy on August 27, 2021
3 min read

How much HubSpot do I need?

By John Becker on August 17, 2021
4 min read

New HubSpot CMS Hub Starter Tier Released for Growing Businesses

By Paul D. Grant on August 6, 2021
4 min read

HubSpot CRM review (updated for 2021)

By Kimberly Marshall on July 27, 2021
8 min read

5 HubSpot Sales Hub Tips for Assignment Selling

By Tracey Stepanchuk on July 23, 2021
7 min read

Custom email nurture reporting, a map hack, and are pop-up forms a thing of the past? [Hubcast 273]

By Carina Duffy on July 22, 2021
3 min read

Get your sales team using your CRM platform in 5 easy steps

By John Becker on July 13, 2021
6 min read

HubSpot vs. ActiveCampaign: a head-to-head comparison

By Tracey Stepanchuk on July 13, 2021
5 min read

Close rate reports, custom surveys, and Apple Mail ruining everything for email marketers [Hubcast 272]

By Carina Duffy on June 24, 2021
3 min read

Is Your Inbound Marketing Working? Track These 4 Metrics to Evaluate Your Progress

By John Becker on June 15, 2021
5 min read

Operations Hub hot takes and college degrees [Hubcast 271]

By Carina Duffy on May 27, 2021
2 min read

4 keys to an effective HubSpot strategy in 2021

By Carina Duffy on May 7, 2021
6 min read

Think you’re paying too much for HubSpot? Here’s how to get your money’s worth

By John Becker on May 5, 2021
5 min read

I’m Hiring a Digital Marketer; Do They Need HubSpot Experience?

By John Becker on May 3, 2021
4 min read

Do I need to hire a HubSpot specialist, or can someone on my team handle it?

By John Becker on April 30, 2021
4 min read