Following a complete brand refresh, the software engineering and development providers at Mobica found that their website didn’t truly reflect their new brand positioning, propositions and personality.
Mobica provides some of the world’s leading tech companies with highly skilled software development teams, and their website is an important source for lead generation and attracting talent. Their existing website design was outdated and didn’t provide visitors with an optimum user experience, which meant they were at risk of losing leads.
This risk was compounded because although Mobica was using HubSpot for the vast majority of its customer lifecycle - utilising HubSpot’s Marketing, Sales and Service hubs - they were using a separate CMS to manage their website. As the CMS sat outside HubSpot, it was more difficult than it should be for the team to integrate data from the website into a single customer view and provide an industry-leading personalised experience.
As The Marketing Pod (TMP) had supported Mobica’s brand refresh from strategy to execution, Mobica asked for TMP’s support with finding and integrating a new CMS and developing, creating and delivering a new website.
Mobica gave TMP three key performance indicators for the new website:
To boost the website’s SEO performance.
To increase the number of visitors to the website.
To increase the number of leads generated through the website.
The Solution
Step 1: Identify the ideal CMS
Mobica was already using HubSpot at every other stage of the flywheel, which meant that HubSpot CMS Hub was the natural choice for ensuring optimum integration. The team’s familiarity with HubSpot should also make for a smoother onboarding process, and enable them to quickly and easily get to grips with their new website. However, these weren’t the only reasons why we recommended HubSpot.
As a HubSpot Platinum Solutions partner, and having built multiple websites using HubSpot CMS, we also believed that the flexibility of HubSpot’s CMS Hub Enterprise would give Mobica the ability to truly showcase their technical capabilities and create unique user experiences.
Step 2: Build a best-in-class website
Mobica needed a localised site, to ensure that they could reach customers in their target countries around the world. Global sites can be complex to manage, but HubSpot CMS Hub makes it easy for Mobica’s in-house team to create, manage and optimise their site in every language.
For Mobica, one of the most crucial requirements for the new site was a seamless integration with their applicant tracking system. Their entire business model centres around finding the most talented software engineers and placing them within in-house teams, so their applicant tracking system is vital to their success. The system they were using didn’t have an integration with HubSpot, so we built them a completely custom API integration to create a faultless flow of data between the two systems.
Step 3: Bring their propositions to life online
As Mobica works with tech companies from across the globe, we needed to provide an excellent user experience for a wide range of different users, each with their own preferences and requirements. So UX was at the forefront of our minds as we built every element of the website.
For those who prefer to use dark mode, for example, we provided the ability for users to toggle between viewing the site in light and dark mode. And we ensured that everyone could access the site by carefully implementing the seven principles of universal design. By keeping these principles in mind, we made sure that Mobica’s website achieved the Web Content Accessibility Guidelines (WCAG) 2.1 standards.
Many of Mobica’s services are highly technical, and although their audience is well-versed in tech jargon, we know that web content needs to be concise and clear in order to keep users scrolling. So we challenged our web design team to use their creative skills to come up with new, more visual ways to demonstrate Mobica’s propositions, and our content team to write snappy, SEO-optimised copy across each and every page of their website.
The Results
Mobica’s new website launched in November 2021, and within a week of the launch they secured a significant new lead, who visited the website after following a call-to-action on an email about the new site. November was a >record month for visitors to Mobica’s job opportunities page (1,488 visitors), and overall page views reached 8,846 views in November, compared to 2,816 in April 2021.
The team at Mobica was so impressed with their new website that they retained The Marketing Pod to help them to ensure the site’s ongoing success. We are now constantly optimising the site by keeping the content fresh and implementing a 12-month SEO strategy, as well as regularly releasing new components and features.
We are also regularly reviewing and maintaining Mobica’s data portfolio within HubSpot with the implementation of Operations Hub Enterprise to combine web data and CRM data into custom datasets to better target and engage their audience.
"The team at The Marketing Pod went above and beyond when it came to delivering our new website. As we provide companies with software engineering experts across the technology stack, our website needs to be really polished and professional - and that’s exactly what The Marketing Pod has given us! They thought of everything, from how to ensure that the site was fully accessible to how to integrate our applicant tracking system in the optimum way. We secured exciting new business leads and new talent applications through the website within a month of its launch , so we’re hoping to see our conversion rate soar going forwards!"
The Marketing Pod team includes senior specialists in all branches of B2B marketing and PR. We’ve been in your shoes, and can offer all the services you need to help you reach your marketing goals – from strategy to digital, from content and creative to PR.
Monia Dal Checco
James Montgomery
Adam Leach