Web Development
Sertifi is an industry leader of Agreement and Authorization Platforms, built for organizations who need an efficient, secure way to manage a contract process from start to finish. The marketing website is typically the first touchpoint for prospective clients, so having a simple, easy-to-use website that best demonstrates the product and its value is essential to lead generation for the organization.
The Challenge
Sertifi’s website had not undergone a major update in more than eight years, leaving the team constrained by an outdated backend and an increasingly fragile technical foundation. Managing content was time-consuming, brand updates were difficult to implement, and performance issues were beginning to impact user experience and lead generation. To support ongoing growth and digital transformation, Sertifi needed a modern, scalable CMS that could simplify content management, improve site performance, and better align with their evolving brand.
An Outdated CMS Limiting Agility
The legacy setup made routine content updates difficult and slowed the team’s ability to implement new brand guidelines.
Performance, Security, and UX Challenges
A patchwork of WordPress plugins caused slow load times, security risks, and a disjointed user experience - creating friction in the conversion journey.
A Need for a Scalable, Future-Ready Platform
Sertifi required a high-performance CMS that could support growth, streamline content workflows, and deliver a more polished, conversion-focused digital experience.
The Analysis
Marcel Digital began by grounding the project in data and user behavior insights. By analyzing Google Analytics data and applying UX best practices, we identified where users encountered friction and how the site could better support both lead generation and internal workflows.
Understanding User Behavior & Content Priorities
Working closely with the Sertifi team, we evaluated how prospective customers navigated the site, which content they engaged with most, and where drop-offs occurred. This helped clarify what information needed to be surfaced more clearly to support conversions.
Restructuring Information Architecture for Better Flow
Insights from analytics and user behavior informed a redesigned Information Architecture. Navigation was simplified to create clearer pathways through the site, making it easier for users to find relevant information and move toward key conversion actions.
Evaluating Content Management Needs
Beyond the front-end experience, we assessed how Sertifi’s marketing team interacted with the CMS. Our analysis ensured the new structure would support intuitive content editing and ongoing updates without requiring technical expertise or extensive training.
The Solution
Marcel Digital delivered a modern, scalable website built on Umbraco CMS to support Sertifi’s growth, brand evolution, and marketing goals. The new platform was designed to improve performance, simplify content management, and create a stronger foundation for lead generation and ongoing optimization.
Conversion-Focused Design & Product Clarity
The new site features optimized page layouts designed to engage users and drive conversions. A dedicated product section clearly differentiates Sertifi’s full suite of offerings, making it easier for prospects and sales teams to understand value and navigate the buyer journey.
A Streamlined, Marketer-Friendly CMS Experience
Umbraco’s intuitive editing tools give Sertifi’s marketing team the ability to make updates quickly and confidently, without technical assistance. This streamlined backend supports faster execution and long-term scalability.
SEO & Analytics Built for Long-Term Performance
Marcel Digital executed a comprehensive SEO migration strategy to preserve search rankings and avoid traffic loss during the transition. An upgraded analytics setup ensures accurate measurement and reporting, giving the team the insights needed to continuously refine and optimize performance.
The Results
The new website launched smoothly, immediately delivering a better experience for users. Within weeks, key metrics showed strong improvements:
Time on site increased by over 10%, meaning visitors were engaging more.
Bounce rate dropped nearly 12%, showing content was more relevant and easier to navigate.
Organic traffic jumped 21% year-over-year within three months, thanks to strategic SEO improvements.
Beyond the numbers, the new CMS made a huge difference for the marketing team. They could now manage content with ease, freeing up time to focus on lead generation and sales support instead of wrestling with outdated tools.
With a fast, scalable, and user-friendly site in place, Sertifi is now set up for continued growth and digital success.
