Secure, reliable and fast Brief
CNS Group is a specialist company that gives its clients access to dedicated experts in Information Assurance and IT Security. CNS Group aims to save clients time, worry and expense by remaining at their side to help them build, manage and continually improve their IT business systems with confidence.
A true digital transformation project to transform their website and consolidate their 3 different brands into 1 main website and service offering. As well as this there was a core focus to improve the user journeys and make it easier for potential customers to get in touch.
With years of content written and dumped into an old website, CNS found themselves with too much content and too many services detailed. This led to high user bounce rates and non-existent conversion rates. The target was a complete digital transformation of the content, SEO and clear conversion paths for website users that would lead to an increase in conversions.
Merge, design & release Solution
Spinbox analysed and created a digital transformation strategy, that would see incremental improvements over a 12 month period. A full redesign and rebuild with a single launch date, was simply going to take too long.
The first step Spinbox took was to complete a full SEO audit and optimisation report to investigate the structure of the website and identify areas of weakness. From this, Spinbox produced a detailed list of recommendations on how to optimise pages in order to improve CNS Groups natural search engine rankings (SERPs).
Then came the combination of the three brand sites into one main website. Content structuring and navigation design was a critical element to consider. We worked closely with CNS to categorise the existing services and sector specific content. Improved content hierarchies and ease of use being key objectives of the design process, we needed to ensure we did not damage existing SEO rankings.
In the second release of the project we focused on the content of the site. Moving pages to the new responsive design templates, reworking copy and images, as well as publishing new content. Whilst also upgrading the design elements as we progressed through the 300+ pages of content.
Spinbox launched an AdWords campaign to drive users to the site with a goal to increase the number of business enquiries and re-index the site new structure, testing design concepts through A/B split testing.
The results Results
Not even half way through the project, SEO ranking had improved with conversions now being recorded, we have positive results early on.
The website design now showcasing the brand strengths of CNS Group, and services structure gave a positive impact on usability of the site. Clean, precise and professional, running on Sitefinity CMS, CNS moved from strength to strength.
Through the Spinbox managed AdWords campaign CNS achieved amazing results, with all 3 primary conversion goals being attained in the first 2 weeks.
From 1 online enquiry per month, CNS increased enquiry conversions by over 1500%... well it was an easy figure to improve on, however ever since, CNS company revenue had doubled and also successfully completed a buy out in 2018!