ThermoSphere increases organic traffic by 216% YoY with HubSpot CMS
The challenge
ThermoSphere is a UK leading manufacturer of energy efficient electric heating systems with a mission to transform how homes are heated.
With state-of-the-art products and an enviable reputation, ThermoSphere wanted to strengthen their online presence to ensure they were being found by the right audience while offering a top-of-class website experience.
216%
increase in organic traffic
79%
increase search engine clicks
36%
increase in search engine CTR
.png?width=546&height=650&name=Untitled%20design%20(83).png)
The Solution
Marketing Opportunity Analysis
In order to discover where ThermoSphere sat in the digital marketing landscape, we undertook a full Marketing Opportunity Analysis. This looked at how ThermoSphere's competitors were performing, how their existing website worked from a technical perspective, how much of the digital market share they had and what their overall digital presence was like.
The MOA revealed a number of growth opportunities including:
-
A need to increase online market share. At the time, ThermoSphere owned mid-to-low search engine positions meaning they were being outperformed by their competitors.
-
Improving website performance to become more competitive - the original ThermoSphere website suffered from slow load speeds and high bounce rates.
-
Implementing stronger sales messaging to help draw website users in and present a clear product offering akin to the key audience's needs.
-
Improving reporting through correct implementation of Google Analytics.
Sales Messaging
The sales messaging opportunity was identified as a key turning point for ThermoSphere and a foundation that needed to be laid before going any further. We held a sales messaging workshop with the key stakeholders at ThermoSphere to uncover the audience's main challenges, trigger points and decision making process. This allowed us to develop key differentiators for ThermoSphere that were later turned into solid sales messaging that made the business magnetic to its target customer.
Website Build
Having uncovered several opportunities to upgrade their digital performance, ThermoSphere began exploring a number of options to rebuild their website. As well as the challenges identified in the MOA, ThermoSphere were also struggling with the lack of integration between their website and CRM system which led to difficulties in reporting on marketing activity and ROI. The marketing team also felt they were being held back by their legacy systems (including Wordpress) and wanted a more dynamic solution.
On top of this, ThermoSphere were losing confidence in the stability of their website and had a clear focus on improving security and usability.
HubSpot's CMS was identified as an ideal fit and Intergage aimed to get an MVP website up and running as soon as possible to replace the existing website. Intergage worked with the marketing team to find and refine a suitable HubSpot theme, implementing UX best practices and utilising user data to inform how the website should be structured.
The switch over to HubSpot CMS meant Thermosphere had a fresher, more attractive website on a more intuitive, powerful platform. This helped put control back in the hands of the marketing team! Their marketing systems are no longer cobbled together with integrations and closed-loop marketing reporting has been achieved!
HubSpot Onboarding
We also onboarded ThermoSphere onto HubSpot Sales, Marketing and Service Hubs, allowing them to:
- fully track leads through the website to the point of sale meaning every website leads now has a monetary value associated to them
- automate customer/prospect communication
- increase customer/prospect engagement with better insights and personalised content
- use a single platform to manage website and inbound leads.