Project:

Inbound marketing to attract prospects and drive conversion.

I included this early project to highlight my passion for the synergy between content marketing, brand affinity, and conversion psychology. Earning HubSpot certification further deepened my interest and curiosity.

Mission objectives:

Icon swatch
User experience design: Create a new brand and website dedicated to providing lead generation services to business owners through creative content marketing.
Hubspot certification: Gain a deeper understanding of inbound marketing methodology to create persuasive landing pages that drive conversions.
Researching 'inbound marketing methodology'

Creating the sitemap and user flows helped define the scope and facilitated the organisation of content. The key pages and grouping of content revolved around the explanation of the product at a glance.

Defining the foundations for user experience design

Communicating value at a glance with clear messaging

Wireframe creation helped define key content areas and component types, with strategically placed CTAs and brand messages underlining the value proposition as users scroll through the page.

Rapid prototyping

Testing interactions

Early prototypes were tested ahead of development helping ensure layouts were fit for purpose and content flowed intuitively. Designs were easily refined and re-tested, which helped reduce development costs by enabling early testing and effectively communicated the desired vision to support the build process.

User testing

Observing user behaviour provided valuable insights.

I sat alongside five target users (guest clients) asking them to speak out load as the explored the site. I prompted further tactical questions to understand their thoughts on the experience. Feedback was collated and several pages were simplified.

Heat mapping

User behaviour tracking

User testing and design iteration to support UCD

HubSpot product alignment

I designed the website to emphasise the benefits of inbound marketing, showcasing the value of the service and the science behind moving prospects through the sales funnel.

Brand personality helps users form emotional connections

Illustrations

I created the brand, including a series of eye-catching illustrations based on the theme of 'attraction and capture,' designed to help form emotional connections with users. I believe storytelling is a critical part of brand development and loyalty.

Creating attractive audience focused content

White paper / downloads

I crafted visually appealing branded content and written materials for core target groups, initially focused on helping users rather than selling.

This strong and memorable approach featured in social media activity that linked target prospects to the site blog.

Creating helpful articles to win hearts and minds

Content creation

I created downloadable resources to build trust and offered exclusive content in exchange for visitor contact information.

Presenting information quickly and clearly

Infographics

Supporting infographics showcased the benefits of inbound marketing at a glance.

Results

Inbound marketing methodology.

At the time, the concept of driving engagement through content marketing was in its infancy.

Today, in a more mature market, combining content marketing with automation is a must have for any organisation.
The promotional website with a new brand generated a significant number of customer enquiries. The site helped educate prospects on inbound marketing, however, the HubSpot price point was a real barrier to entry, limiting broader adoption.
30+
Conversations in first month through social media and sales activity.
YES!
HubSpot Certification achieved after studying and completing the exam.