[Case Study] New website grows conversions
Rethinking content, motivating key audiences to take action
Despite Governance Matters’ 46-year leadership reputation and wealth of knowledge in board recruitment and governance, its website—an avalanche of information inherited from two legacy websites—needed to be streamlined.
Governance Matters needed the new website to target key prospects and motivate them to engage. In addition, Governance Matters wanted the website to become the go-to source for board governance information by achieving high search rank, successfully soliciting donations, and building their email list.
Organization: The new website was organized to match services to user needs. The four key user segments were each offered a customized group of services tailored to them.
Shortcuts: We created a home page shortcut menu. The shortcuts, a conspicuous bank of orange oversize buttons, displays the four most frequently requested services. It is a fast way to get the user where they need to go with one click.
Calls to action: Each page has tailored and conspicuous calls to action. And users can go beyond the usual “contact us” offer. For example:
- Ask an expert form
- A call-me-back form
- A meet-up form
“Since our new website was launched, the number of solid leads has doubled. More importantly, these leads have resulted in a 15% growth in our client roster.
We’re also thrilled that site traffic has grown significantly, and both time spent on the site and return visits have soared.”
David M. LaGreca,
Executive Director, Governance Matters