How we helped Wirtek relaunch their website and onboard in HubSpot [Case Study] — STOICA

When we started working with Wirtek, they had undergone an extensive rebranding process. Their next goal was to relaunch their website to reflect the new visual identity and to improve the overall user experience. 

At the same time, Wirtek was looking to focus more on an inbound approach, build more educational content for their audience, and increase the number of inbound leads. They already had a company blog but needed support to speed content creation, map the relevant conversion flows, create conversion points and implement all these processes in Hubspot.

Goals

The primary goals for Wirtek were:

• improve the look & feel and user experience of their website
• scale up the content creation process
• build conversion flows on the website and better automate marketing processes
• increase the number of inbound leads

Challenge

Wirtek operates in a very competitive industry, with many big players battling for the attention of the same potential buyers. 

The primary personas for Wirtek are technical people in leadership roles. They tend to be very cautious regarding the content they consume and where they get their information from. They receive tons of sales-related emails, so reaching them at the right time, using the correct type of content, and adding value to the conversation is critical.

At the same time, Wirtek was looking to set up the right marketing platform to quickly make changes to website pages, publish new content, nurture inbound leads, and track critical metrics all in one place.

Solution

• In the first phase of our collaboration, we focused on understanding the business goals Wirtek wanted to achieve, who Wirtek’s clients are, and setting up SMART goals. 
• The next step was an in-depth content audit, where we looked at all the existing content and mapped out what could be repurposed and where we needed to create new content. An SEO assessment helped us understand opportunities to grow Wirtek’s organic visibility.
• To get a good sense of these ideal clients, we conducted interviews with the sales team, the marketing, the operations team, and the clients themselves, then built buyer persona profiles.
• Equipped with the audit's knowledge and our client’s business goals, we put together a strategy to help Wirtek reach those goals.
• On the website front, based on the conversation with the main stakeholders and knowing the goals and the personas we were targeting, we first created a wireframe proposal. We iterated on that wireframe until we were confident it was the proper structure. Then, we moved on to creating a design proposal and, finally, to implementation. Wirtek chose to develop their website using HubSpot CMS as it would seamlessly integrate with Hubspot’s Marketing tools and allow them to interact and nurture their website leads effectively. Also, the HubSpot CMS is easy to use. The marketing team can edit website content without any help from a developer, and having such flexibility was a pivotal point for Wirtek.
• We also helped with the HubSpot onboarding, setting up all conversion flows into the marketing hub and training Wirtek’s marketing team.
• After launching the website, we focused on adding new content, starting with bottom-of-the-funnel content (case studies) and implementing our first inbound campaign.

The website is not a one-and-done activity but an ongoing process. We are also improving the existing version based on user interactions and feedback, such as adding a chatbot and live chat, data collecting forms, and more.

Results

Wirtek's website was launched on November 2nd 2020. 

Former website version

The new website

We launched their first inbound campaign, a pillar page that tackles one of Wirtek's solutions in detail. The pillar page offers two conversion points based on where readers are in their journey: readers in the decision stage can get in touch with Wirtek, or those in consideration can download the content as an eBook.

We automated all the follow-up emails using HubSpot workflows. The pillar page was promoted with the help of organic posts and social and search ads.

About Wirtek

Wirtek is a Danish IT outsourcing company that teams up with companies to help them create great software solutions and electronic equipment products. In Wirtek, people come first, so they’ve built a team of great minds with their hearts in the right place. This changes everything, from the quality of the service to the involvement and attention they give to their client’s business. Their clients get top-notch technical solutions and a committed team that works with them as if it were their own. 

The company has a proven track record of creating solid financial results and long-lasting client partnerships and has been listed on the Nasdaq Copenhagen First North Growth Market since 2006.

Kind words from our client