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Kim Getgen, VP Sales and Marketing at Fairbank Morse, had worked with TSL while at her previous position and liked our work so much she sought us out when she moved to Fairbanks Morse. She knew TSL had strong web development capabilities and was an expert at using the HubSpot marketing platform.
Fairbanks Morse wanted to build a HubSpot website because HubSpot has a contextual and personalized marketing platform. The HubSpot platform is also secure, comprehensive, and integrated.
Growth-Driven Design
TSL worked with Fairbanks Morse to revamp its website using growth-driven design. With TSL’s Agile methodology, Fairbanks Morse was able to quickly convert their website from a communications hub to a fully functioning launchpad website. TSL used data-driven decision-making and continuous improvement to optimize the website.
More than 10 subject matter experts at Fairbanks Morse were involved in strategic planning for the website. Involving so many stakeholders in the process led to numerous lengthy meetings used to define the company messaging and audience. Accustomed to working with IT companies, TSL needed to get to know the unique personas Fairbanks Morse had in its audience, such as ship builders.
The new website was launched on July 16, 2018. TSL created a HubSpot site that uses automation to track performance.
The new site showcases the Fairbanks Morse team and how people are central to the organization. Web pages were written to target a specific audience and designed to display imagery that would appeal to key personas. Now, bold, bright images visually tell the story of the values the company stands for, such as safety and integrity. TSL also uploaded multimedia videos to the site.
New content focuses on power generation and the Trident OP, a new product that serves as a differentiator. After the launch, “trident op” rose to the number 1 ranking on Google search.
+10.76%
INCREASE IN
USERS
+11.84%
GROWTH IN
NEW USERS
+9.67%
JUMP IN
SESSIONS
The new site is focused on user experience (UX) and conveys clearer messaging. The new registration for training is much more user-friendly and accessible for users. Users are also able to fill out an online form to make service, parts, and information requests.
Fairbanks Morse was able to use their own imagery to emphasize who they are as a business and how they make a difference. The company comes across as a great place to work. It is clear that Fairbanks Morse runs their company for their employees as much as for their customers.
Website copy includes stories about Fairbanks Morse employees, company, and history to humanize the brand. Now users can see how employees are treated as individuals who are given a chance to grow and shine.
Using the Flywheel Approach
Users have more opportunities to convert on the site. Every page has one or two calls to action (CTAs), including links to great content and the Contact Us page.
The site’s new approach to UX embraces HubSpot’s Flywheel model. Instead of envisioning the buyer’s journey as a funnel, HubSpot emphasizes an ongoing customer relationship that attracts and delights customers, bringing them back for more. The Fairbanks Morse website has great potential for creating even more persona-specific conversion opportunities, such as an ultimate offer of an assessment or consultation.
TSL created a website that is geared toward target personas and portrays Fairbanks Morse as a forward-moving company. We rebranded Fairbanks Morse as a company that will continue to be relevant for the next 150 years.
[ About Fairbanks Morse ]
Fairbanks Morse’s mission is to deliver reliable power that helps communities, businesses, and military improve people’s lives and make the world a better, safer place. For over 125 years, Fairbanks Morse has been creating innovative power solutions and will continue to Power the World Forward.
[ About TSL ]
Since our founding 20 years ago as Technology Sales Leads, we have provided sales and marketing services for the information technology industry. From list building and acquisition to inbound and outbound lead generation, the world's top technology companies trust TSL to help plan, develop, and manage their sales and marketing efforts.
