Conversis are translation experts practising in the life sciences sector, where the highest quality and attention to detail are required for technical translations. Since 2003, Conversis has enabled clients to communicate their message to global audiences, offering linguists across the world to meet their clients’ technical language needs.
With a global client base, Conversis online presence is paramount to securing opportunities. What started as an introduction through B4 contacts, resulted as a full-scale web design, CRO and SEO solution to get those critical results.
As Oxford-based businesses, both Conversis and Urban Element are members of the B4 community. A network which facilitates connection to other Oxford business leaders, thus growing business opportunities.
When Conversis was introduced to Urban Element through the B4 network, they knew they wanted help with Search Engine Optimisation, but we knew that there was a lot more value to be added by digging a little deeper into their needs.
Redesign the Conversis website to attract their ideal client base, convert them on-site and make them more accessible online through SEO.
Looking into Conversis’s goals, we quickly identified that their current website was not equipped to convert enough enquiries to match their expectations. Setting up an SEO strategy would have been beneficial, but it wouldn’t have driven them as far as they wanted to go.
From the beginning, we identified this misalignment and suggested a website redesign, conversion rate optimisation and search engine optimisation project.
Reviewed by Urban Element’s Senior Graphic Designer, Dan Shelton, it was determined that the old website failed to reflect what Conversis did as a company. It wasn’t clear which sector they were trying to appeal to.
While the site looked nice, it was hard to see how it attracted the clients and the outcomes they wanted. Which was to receive at least two qualified leads per month (clinical trial translations).
The tone of voice, design language and order of content was confusing and unclear. This led the user on the wrong journey and made for awkward online interactions with the brand.
Through the website redesign, everything was simplified. The language was altered to appeal to their ideal audience — the life science sector. The layout was made clear, and navigation was made simple to find their way around the site. And above all, the site was designed to reflect the Conversis brand and marketplace better.
Through the Urban Element digital marketing agency, Conversis was able to realise their goals and the steps that were needed to achieve them. Had they gone to a website designer, they may have just walked away with a nicer looking site, but not a holistic solution to ensure that design supports SEO.
Working with an agency that is led by a commercially-focused Managing Director, rather than technical specialists, means a more expansive look at how each function complements the other and a more effective strategy to take the smoothest path towards the ultimate goal.
Conversis was able to get a site that is optimised to convert leads with all elements working together, bring in more search engine traffic, and appeal to the exact clients they’re looking to attract.
Urban Element brings the digital, web design, development and commercial power to get results that businesses need to succeed.