Ziegler is a privately held investment bank, capital markets, wealth management and alternative investments firm. The company needed a new website to refresh their online image, to provide more information and education to prospective investors, and to utilize an easy-to-use CMS in which they could quickly and efficiently make changes to the website to keep the content fresh.
Why Did We Start the Project?
The Challenge
Ziegler required a scalable, easy-to-use platform that would enable their marketing team to manage and optimize content without heavy reliance on IT resources. Marcel Digital recommended Umbraco CMS due to its flexibility and robust features, including a customizable grid editor that would allow for tailored page layouts and enhanced user experience, all while ensuring the site could scale with future business needs.
The solution had to meet the needs of multiple stakeholders, including the marketing team, who required a seamless CMS to drive digital transformation initiatives, and the sales team, who needed a platform that could support targeted lead capture and nurture campaigns.
How Did Marcel Digital Help?
The Solution
Marcel Digital's approach began with a comprehensive data-driven analysis, leveraging Google Analytics and Google Tag Manager to identify gaps in performance and user experience. As a Google Certified Partner, Marcel focused on optimizing the website structure to improve usability and align the content strategy with Ziegler's marketing goals. This process involved strategic user testing and feedback collection, allowing Marcel to refine the site’s design and functionality to better meet the needs of Ziegler’s target audience.
The redesign effort was rooted in data and customer-centric insights, with an emphasis on:
- Optimizing content and user flows: Ensuring visitors could quickly find the information most relevant to them, ultimately increasing conversion opportunities.
- Refining content structure: Consolidating and streamlining pages to enhance SEO, improve organic search performance, and boost engagement.
- Aligning the content strategy: Collaborating with Ziegler’s content team to create an editorial calendar that would align content creation with the website launch, ensuring timely and relevant messaging.
By focusing on creating a seamless experience that appealed to Ziegler's ICP, Marcel positioned the website to better convert visitors into qualified leads, and support their evolving digital marketing and sales strategies.
What Happened After Launch?
The Results
The new website created by Marcel Digital empowered Ziegler’s team to drive more targeted engagement, with a clear focus on lead generation. The website’s intuitive design and user-friendly CMS allowed Ziegler’s team to quickly launch customized landing pages, tailored content, and ongoing updates without external support. This streamlined approach improved both operational efficiency and website performance.
Thanks to the optimized content strategy and user experience design, Ziegler saw impressive results, including:
- 462% increase in overall conversions.
- 513% increase in conversion rates.
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