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Kadence International

Improving UX, SEO visibility and lead generation for global market research agency Kadence International.

Kadence International website

Introduction

We built a best-in-class, UX-focused B2B website that sits at the heart of global digital marketing driven growth for Kadence International, improving SEO results and lead generation.

  • Client Kadence International
  • Sector B2B Services
  • Link View Project

The Challenge

Kadence International is a global boutique market research agency, with a diverse team across offices in the UK, US, China, Japan, India, Singapore, Indonesia, the Philippines, Thailand and Vietnam.

Kadence wanted to transform its website from a brochure site into a marketing machine – with the key goal being inbound lead generation in the form of briefs and RFQs. Looking to capitalise on clear opportunities to improve SEO and UX, Kadence partnered with 93digital.

The Solution

Strategy, discovery & definition

The project began with a thorough digital strategy, discovery and definition phase of work, incorporating various workshops and sessions with key Kadence stakeholders across multiple different time zones.

Initial work in this phase included a competitor review and an audit of existing analytics. We also worked with Kadence to define lead qualification stages across their buyer journey.

SEO

Driving organic search results was a big focus for this project so SEO was another key element of the strategy, discovery and definition phase. Our SEO team carried out SEO keyword research, planned technical & onsite SEO requirements and shaped an initial content plan driven by SEO data. This ensured that strong SEO foundations were built into the website from the very beginning, and that when the new site went live it was set to make SEO gains immediately.

UX

As part of the design process, the 93digital UX & design team mapped out user journeys for the new Kadence site. For each stage of the buyer journey, 93digital listed anticipated user needs/actions and married these to opportunities for Kadence. Using scenarios for key user personas, 93digital then created diagrams for routes through the site as a visual aid to the development of the content map and wireframes.

This strategy work was of crucial importance, laying the foundations for a new site that would deliver marketing results.

Design

Kadence provided brand guidelines which informed the design of the new website. Our design team created a dynamic and engaging site that showcases Kadence’s service and sector specialisms, whilst also communicating their ‘global boutique’ proposition and regional capabilities.

Web development and integrations

In order to accommodate Kadence’s global target market, the site is primed to make use of multilingual functionality, allowing Kadence’s global marketing team to translate and localise content in certain areas of the site.

The site features a Knowledge Hub that supports searching, filtering and gated content downloads, which is home to Kadence’s library of resources and proprietary research reports.

The site is also integrated with the firm’s existing CRM and email marketing tools. This has allowed Kadence to clearly track the opportunities associated with the website and establish a clear ROI.

Increase in Google ranking positions by

2209%

Increase in inbound lead generation by

310%

Increase in new target keywords being ranked for by

197%

We chose to work with 93digital as we wanted to find a long-term partner with a deep understanding of B2B marketing who could help us achieve our strategic goals. We have not been disappointed. The results we have seen from this project have far exceeded all expectations.

“As a result of focusing on SEO and user centred design right from the very beginning, we have been able to quickly boost our Google rankings and dramatically increase inbound lead generation. Our ongoing relationship with 93digital will help us build on these successes as we continue to execute our digital marking strategy in collaboration with their team.”

Emma Muckersie, Head of Global Marketing, Kadence International

Notable Features

  • Optimised UX
  • Dynamic knowledge hub
  • Deep SEO keyword research & data
  • Content strategy mapped to SEO opportunities
  • Conversion focused design
  • Live data dashboard
  • Integration with CRM
Kadence International site on a tablet

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