EcoAct

Increasing page speed score from 30 to 96

Laptop displaying homepage of EcoAct's B2B web design, built bespoke and responsive on Drupal CMS.

The client.

EcoAct is an international climate consultancy with a mission to help businesses implement positive change in response to climate and carbon challenges, while also driving commercial performance. Urgent climate action is required to prevent devastating consequences and EcoAct has already helped a diverse range of global businesses identify how they can lower their carbon footprint.

The challenge.

Despite a strong content strategy and brand presence, the company faced a challenge with the disparity between increasing general content downloads and stagnant Marketing Qualified Leads (MQLs). EcoAct sought a digital agency partnership to enhance its website in alignment with an updated service portfolio and market strategy.

The strategy.

The website design received a complete refresh in terms of structure and performance. This involved a new layout with emphasis on their updated services, as well as WordPress and Elementor audits to drastically improve site speed. Enhanced user experience, LinkedIn advertising and Google Ads would all help generate leads and drive conversions. Leads are tracked and nurtured using optimised CRM workflows, while ROI-focused mechanisms were also implemented for reporting.

ecoact website

What we did.

Comprehensive audience profiling

As with any website and marketing strategy, we started with the audience first. We Analysed a range of internal content and conducted internal stakeholder interviews to identify a range of audiences and their needs. These audiences were condensed into four key buyer personas, with each persona being segmented and profiled using a range of information that would direct several aspects of the new marketing strategy.

International keyword research

EcoAct works alongside businesses all across the globe so their site needed to be SEO-optimised across all territories. This involved undertaking extensive keywords research to identify what would work most effectively in different countries, including the UK, US, France, Germany and more. Landing pages are optimised with these target keywords, ensuring they were included in meta titles, descriptions, headings and subheadings.

Content audit

We made recommendations to split evergreen and news-based content. This involved identifying top-performing content over one, three and five-year periods. Once this analysis was complete, we focused on SEO optimisation, conversion rate optimisation and internal linking of the top-performing content to create a range of topic clusters.

Site speed improvements

The existing site was incredibly slow due to an incumbent WordPress theme and poor caching, causing a sub-optimal user experience and leading users to quickly leave without achieving their goal. We rebuilt the website to improve speeds, to a point where it now comfortably passes the Core Web Vitals Assessment with flying colours.

Design refresh

As well as being fast, the new site features a clean, minimal design with lots of white space and sharp clean edges to achieve a professional feel. This is complemented by a natural colour palette in line with the brand’s purpose. We Implemented a mega menu structure to showcase the wide range of services without the user having to scroll multiple levels. We also updated sitemaps for ease of navigation and SEO.

HubSpot workflow analysis

We accumulated a number of marketing automation workflows in HubSpot, analysed them and created a POA for cleaning the system. A key aspect of this was suggesting the amalgamation of multiple workflows into one for greater simplicity. Buyer personas were reviewed leading to the recommendation of key data points and form fields for better lead qualification.

Digital advertising

We launched and optimised international Google Ad campaigns in the USA, UK, France, and Germany. All the tracking was updated in Google Analytics 4. Conversion events were set up and integrated with HubSpot. The campaign acheived a 169% Return On Advertising Spend (ROAS).

We’re thrilled with our redesigned website! Contra's expertise didn’t stop at launch. They’ve been instrumental in rolling out successful Google Ads in four languages, significantly boosting our lead acquisition. Contra has filled a crucial skills gap for us. Highly recommend.

Tom Warden, Ecoact
Tom Warden Digital Marketing Manager, EcoAct
Increasing icon

+66

increase in Google page speed score

169%

Return On Ad Spend

Emily Rodgers Contra Agency

Emily

Project Manager

Request a free consultation

Request a free consultation. We’ll look at either your website and marketing activities (or both) and make recommendations to increase traffic, conversions, and sales.

Request a free consultation
DRAG