CASE STUDY

More Than a Migration: How We Helped eduMe Elevate Its Brand, Align with Its App and Unlock the Full Potential of HubSpot CMS

Meet eduMe: the enterprise workforce success platform designed specifically for organisations whose people aren’t glued to their desks. Businesses using eduMe’s deskless workforce software onboard and train their people around 70% faster. They see, on average, a four times increase in completion rates and, because it’s designed for workers on the move, their people can access it anytime, anywhere, using its mobile application.

As remote working models become the norm and demand for courier/delivery services grows, many businesses are turning to eduMe to unlock results like these for themselves. With a new round of funding in its pockets, eduMe approached BabelQuest to help it scale, elevating its brand, migrating to HubSpot CMS, integrating this with their existing HubSpot marketing portal, and giving the business its own platform from which to scale and grow.

INDUSTRY

SaaS

COMPANY SIZE

50-100

LOCATION

London, UK and Los Angeles, USA

To drive the next stage of its growth, the company recognised the need to elevate its online presence, expand its online reach, and ensure the experience its website delivered was consistent with that of its app.

eduMe’s content creation process was mature, led by an accomplished team of in-house writers, but the website experience offered by its existing hosting company — Squarespace — was no longer fit for purpose, so it needed the right platform to house that content.

eduMe already had a HubSpot marketing portal and wanted to explore the possibility of moving its website and associated content across to HubSpot CMS, with all the new marketing possibilities that would unlock in terms of personalisation and contextualisation.

Finally, the team didn’t feel that the eduMe brand reflected its modern, fast-growing, mobile-centric world. They wanted a design that was 'standout' in terms of how it looked and felt and were very much inviting us to make suggestions by which they might achieve that.

Our combined SEO and HubSpot experience made us ideal partners to help eduMe migrate successfully from one platform to the other, just as our BAFTA award-winning design and technical partner Syndicut was perfectly positioned to elevate the look and feel of its website. 

However, eduMe’s Digital Marketing Manager James Lock and Head of Marketing Matthew Brew ultimately chose to go ahead with us because we all ‘clicked’ with one another — a factor that’s often overlooked and usually underestimated but which plays an instrumental role, as you’ll see, when working with a partner or partners on any kind of project basis

‘designed to stand out’

Equipped with eduMe’s new brand guidelines, Vaughn Armstrong (BabelQuest’s principal consultant), and Steve Wright (director at Syndicut) worked closely with James to create a new design for the website. At the same time, eduMe was developing an improved user experience for their mobile application; as a result, it was important that any designs we proposed were consistent with those that were being created for the application so that as users moved between the two they would receive a seamless experience. This meant running parallel design activity with eduMe’s internal designer and its application builders/project leads to stay on track.

One example of a design decision we took was to place the logo front and centre on the homepage instead of the traditional placement (top left-hand corner). Taking cues from this, we placed high-priority menu items such as ‘Sign In’ and ‘Book a Demo’ in the top right-hand corner with more informational links (eg. ‘Solutions’, ‘Features’ and ‘Resources’) on the left.

As well as simplifying navigation and creating a positive user experience, we felt this decision helped the website’s homepage to achieve the modern, ‘standout’ effect eduMe was striving for. We reached it collaboratively, as part of the process of talking through the designs together and what James and Matthew needed the website to achieve.

Other design features include pill buttons and images that animate, reflecting the interactivity that’s ubiquitous across the mobile application experience and encouraging the reader to interact with the site — whether they’re engaging with an image or clicking a call to action.

In terms of copy, the existing eduMe website contained 200+ articles, so James took advantage of the process to audit the blog and other existing site content.

This included categorising all the posts, retiring posts that were no longer relevant, and updating posts that needed refreshing to ensure every page of the new website is user-oriented and relevant to the target reader. On our end, we were able to import the content to HubSpot CMS as part of the website migration, saving James and his team a great deal of time and effort by not having to copy and paste them manually, one by one.

“By leveraging the process, we created a live HubSpot training opportunity for eduMe to learn how to populate content and become more familiar with HubSpot CMS.” Vaughn Armstrong, principal consultant, BabelQuest

Throughout the process, we made content and SEO recommendations to help James improve the technical performance of the new site alongside its design and visual advances.

Many of the existing pages employed generic page names, for example. Other pages could be further optimised by revising their meta descriptions to include target keywords or more effectively describe the page content, in line with best practice. 

In this way, we helped James and his team to lift the appearance and design of the website but also the content housed on it and how eduMe is represented to the world.

All our supported websites have Semrush running continually, forming the action plan for continuous SEO improvement from both a technical and content viewpoint. Already, eduMe’s keyword rankings and technical performance has improved since launch. In March, its article on toolbox talk topics received +8.47k clicks compared to the previous month. Two other pages, a second article and eduMe’s homepage, received +1.34k clicks and 1.09k clicks respectively, evidencing the commercial impact of our activities on page performance.

Google Search Console highlights top growing queries in March as ‘eduMe’, ‘toolbox talk topics’, and ‘eduMe login’, reinforcing the role the new website is already playing in expanding eduMe’s digital presence for both branded and informational search terms.

 

The quality of the design led by Steve and his team at Syndicut is also world-class. The finished website looks fantastic, with a modern feel right at home alongside eduMe’s interactive application and, more generally, the modern software solutions it’s promoting. 

Finally, the migration of the website onto HubSpot CMS and its integration with eduMe’s HubSpot portal opens up exciting new doors for future marketing and other customer-facing activities, unlocking a wealth of value from eduMe’s already extensive contact records.

All our supported websites have Semrush running continually, forming the action plan for continuous SEO improvement from both a technical and content viewpoint. Already, eduMe’s keyword rankings and technical performance has improved since launch. In March, its article on toolbox talk topics received +8.47k clicks compared to the previous month. Two other pages, a second article and eduMe’s homepage, received +1.34k clicks and 1.09k clicks respectively, evidencing the commercial impact of our activities on page performance.

Google Search Console highlights top growing queries in March as ‘eduMe’, ‘toolbox talk topics’, and ‘eduMe login’, reinforcing the role the new website is already playing in expanding eduMe’s digital presence for both branded and informational search terms.

 

The quality of the design led by Steve and his team at Syndicut is also world-class. The finished website looks fantastic, with a modern feel right at home alongside eduMe’s interactive application and, more generally, the modern software solutions it’s promoting. 

Finally, the migration of the website onto HubSpot CMS and its integration with eduMe’s HubSpot portal opens up exciting new doors for future marketing and other customer-facing activities, unlocking a wealth of value from eduMe’s already extensive contact records.

Website projects have an industry reputation for becoming bloated, expensive processes that never end. eduMe’s almost scientific approach to the project, and the team’s open mind to our recommendations and feedback, meant we experienced none of that when delivering this project. The logical mindset shared by its team made for a smooth journey with a clear beginning, middle and end, and when we made a request of them, they followed through with it quickly and systematically.

For our part, our experience with advanced HubSpot implementations, websites and SEO best practices meant we had all the skills and knowledge required to work effectively with our client as part of a strong, effective partnership.

 

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