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Brandpoint | Content Marketing Agency

Engaging Multiple Audiences
& Generating More Leads

Situation

Providing content strategy, content creation and paid & earned media to a range of industries, Brandpoint helps clients find their voice and stay in front of their audiences. Brandpoint's audience, however, was not finding them online.

Contributions

  • Video
  • UX Design
  • Branding
  • WordPress Development

Claire Berge | Director of Marketing, Brandpoint

“ArcStone was super flexible—customizing the redesign process to our needs. The team really got to know our brand and our audience while also providing valuable consultation to make us think about our audience and how to best use our website to communicate with them.

ArcStone “gets it” and all our web metrics indicate success. Simply put, they’re just great people to work with.”

Companies that offer both products and services often find themselves with double vision when it comes to organizing site content to speak to these distinctly different customers.

After deep research in the marketplace and interviews with key stakeholders, we dove into mapping out key content and finding opportunities to engage these two primary audiences—Brandpoint Services vs. BrandPointHub. Each had distinct pathways to the targeted landing pages.

Brandpoint Wireframes

Landing page conversions have increased by 23%

(this includes eBook, case study, and other resource downloads)

Plan

Brandpoint Icon: Plan

Create

Brandpoint Icon: Create

Review

Brandpoint Icon: Review

Publish

Brandpoint Icon: Publish

Measure

Brandpoint Icon: Measure

With video, we bring Brandpoint's most important asset to the foreground — its people.

Up against big production houses, boutique agencies and SaaS products, we determined the best approach would be to promote Brandpoint's most important asset—its people. We created a streaming video to provide a glimpse into the Brandpoint office showing their teams in action. By placing this on the homepage, we empahsized to the user, with Brandpoint you’re not getting content from a swarm of freelancers, it comes from in-house experts.

Brandpoints eNewsletter list grew 500% — as they’re in the business of content, having a robust email list to send latest blog content to is extremely important to nurture leads

User pathways designed around key service offerings

Following the site launch, they saw a nearly 100% increase in leads one month later. This has continued to double each month. Brandpoint attributes this to a more coherent brand proposition across the site.

iPad showing testimonials

Building social proof with
prominent testimonials and client logos.

An improved pricing page simplifies Brandpoint's SaaS offering, and increases conversions.

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