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Without a website, a business faces a lot of problems: loses potential customers who are looking for certain goods or services on the Internet, its image deteriorates, and its opportunities for advertising and brand promotion are limited.
Without a website, a business cannot make the most of social media and other tools to attract new customers.
In this case study, you’ll learn how our remote marketing department created a turnkey website for a CRM integrator.
The CMO of the project is Serhii Soloviov.
Our service is an outsourced marketing department: website development.
Case study navigation:
Approximate time to read the case — 10 minutes
Our customer
CRM Solutions is a company that integrates CRM systems. It helps enterprises automate business processes, scale, increase revenues and build quality customer service.
Stage one. Identification of needs
We had known the CRM Solutions project for a long time, and in the summer of 2022, we began discussing cooperation and partnership.
The customer asked us for a service — an outsourced marketing department. Therefore, we created a marketing strategy that required a modern and comprehensive website to attract customers and improve the company’s image.
Since the customer didn’t have a full-fledged website, we started creating one as soon as possible.
Stage two. Research
Before starting work on a project, we conduct market research:
Taking into account the customer’s needs and the results of the research, we built the following strategy:
- develop the structure of the site
- create its prototype;
- make the design;
- to make a website and integrate it with CMS WordPress — a content management system;
- fill the site with content, set up SEO optimization;
- test it;
- maintain and support the website in the future, including adding new expert articles and case studies for effective SEO promotion and increasing audience loyalty, etc.
Our team
After consulting with the customer and conducting research, we form a team of specialists who will be able to fulfill all the tasks.
Workflow
After completing all the preparatory stages, we started working on the website implementation.
1. Create a website structure
Website structure is the logical construction of its architecture: the hierarchy and connections between sections and internal pages.
The structure determines:
- how convenient it will be for users to find the information they need on the site;
- how quickly and correctly search engines will crawl the pages.
These factors affect the ranking — the distribution of sites by search engines in the search results for a particular query.
Therefore, we first created a website structure that consisted of the following sections:
Each of them has corresponding subsections that help structure the content. For example, the “Services” and “CRM systems” sections contain separate pages with detailed descriptions of each. This makes it easier for users to find the information they need faster and more easily.
2. Creating a website prototype
For each page, we developed a prototype — a model of the future site and its internal pages in the form of conditional blocks with a schematic arrangement of text and images.
The effectiveness of a website largely depends on its content. A user visits a web resource primarily for useful information. Only then can they pay attention to the design, usability, etc.
Therefore, before agreeing on the prototype with the customer and handing it over to the designer, our content marketer created text content for each page of the site.
Interested in learning more about the work of our content department for CRM Solutions? Read our case study on how to build content marketing for a CRM integrator.
Company services. This section of the site consists of a description of all the services provided by CRM Solutions.
We made each page describing the service in the form of a landing page to convey the basic information and set up advertising for it.
When describing a service, we answer the following questions:
— what is it for?
— what are the advantages of this service?
— what it includes.
We also add customer reviews and case studies of the company so that a potential customer can be convinced of its expertise. At the end of the page, there is a form calling for a consultation, which increases the conversion rate.
CRM systems. This section of the site consists of a list and description of the systems that the company implements.
We have also developed each page with a description of a CRM system as a specific landing page to tell you more about a particular system and set up advertising for it.
At the end of each page, we have placed company case studies and a form calling for a consultation.
Values. This section consists of a description of the team’s internal guidelines and values.
They not only describe the philosophy and essence of the company. Values also help in finding your people among employees and customers — it is the basis for sustainable cooperation in the future.
Team. This section contains brief information about the team members.
From this page, you can also go to and read interviews with each team member, which personalizes the business and increases audience loyalty.
The difference between such content and basic information about the company is that here we show that there are real people behind the company’s product who are open to communication and ready to answer customers’ questions.
Case studies. This section consists of a description of the company’s experience and writing expert articles.
At the acquaintance stage, few people are immediately ready to pay for a product they know nothing about. That’s why we write articles to interest users and assure them of our customer’s expertise.
Instead, case studies demonstrate the company’s experience in solving various business problems and satisfying customers.
When creating cases, we describe not only the fact of CRM system implementation but also show the entire workflow from the moment of consultation to setup:
— information about the customer, their problems and needs;
— search for their solution — selection of the appropriate CRM system and its integration;
— a step-by-step description of the CRM system setup process, accompanied by relevant screenshots and videos;
— etc.
Reviews. This section consists of a page description and video reviews.
Privacy Policy. This section describes the rules for using personal data provided by users when visiting the CRM Solutions website.
3. Creating a website design
One of the most important aspects of a successful project is the appearance of the website. The design should match the target audience and emphasize the spirit, mood, values, and philosophy of the brand. Therefore, before developing the website, we created a brand identity.
The developments of our designer formed the basis for the creation of the CRM Solutions website. Its visual content was based on the idea of a figure transformation, a mechanism that flows from simple to complex and vice versa.
4. Website layout, integration with CMS
After the designer created the mockups, our coder turned them into a working website and adapted it for correct display on various devices: from PC to smartphone.
Mobile version of the site:
When the website layout was ready, we integrated it with the WordPress CMS to provide convenient content management. Thanks to this, you can make changes to the site yourself without having to contact a programmer again and again.
5. Filling the site with content, SEO optimization
To ensure that your website appears in organic search, we systematically add useful and relevant content to it: case studies, expert articles, and interviews to attract the attention of users.
We also optimize content for search engines using keywords and phrases that users search for on the Internet.
6. Website testing
We regularly check the website for correct operation on different devices and in different browsers, how fast it loads, and other technical aspects.
7. Website translation
A certain segment of the CRM Solutions target audience uses russian daily. Therefore, the customer made a decision and we created a Russian-language version of the website.
8. Website maintenance
Turnkey website development is a continuous process of maintenance and support, where we provide the following services:
- adding new pages: services, articles, cases, etc;
- content editing;
- technical maintenance;
- and more.
Our results
In today’s digital world, almost everyone uses the Internet to search for information, goods, and services. Therefore, it is crucial for any business to have a website.
That’s why Solve Marketing’s remote department started working on the development of a turnkey website for CRM Solutions as soon as possible. What did we do?
Solve Marketing’s remote department continues to work on the site, so we will update the case study with relevant information in the future. Read about other areas of work with CRM Solutions here and here.
And we will tell you how the website affects the conversion rates of advertising campaigns in our next case study.
