Website

Professional Services

&#8220;BlackBean demonstrated an understanding of who we are and what we are trying to achieve and how our website is a tool to do that. They showed us information we didn&#8217;t know, suggested things to include and to remove from the new site, and made it very user friendly for us working on the back end as well as for our clients using the new site. &#8221; D. Walls, Communications Manager

UI/UX-First Website Design

industrial website design

Building the right website for the job using UX excellency.

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Skills Centre is an employment and career services agency operating out of British Columbia’s rugged West Kootenay region. As the largest provider of employment services in the region, thousands of people rely on Skills Centre services to upgrade job skills, find work, and access community resources. Skills Centre engaged with BlackBean in 2021 to rebuild their website in order to better serve their organizational objectives.
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High performing website for career readiness service

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The previous Skills Centre website presented a unique UI/UX challenge. The website received tons of organic search traffic and high engagement from its many visitors, but not the right kind of engagement. Users arrived on the popular regional job board, leaving before exploring Skills Centre’s training and employment services. These services are Skills Centre’s core mandate, but remained underutilized by its prospective clients.
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Challenge

Our solution was to ‘go with the flow’. Skills Centre successfully attracts dozens of viewers per day to its website, largely through its presence in Google for search terms like ‘kootenay job board’ and ‘jobs near Trail BC’. Instead of trying to deflect users from the path of least resistance, we leaned into the job board. We developed a tagging system to highlight relevant Skills Centre services for each job. Is the user looking at a job that requires first aid certification? They’ll see a call-to-action to register for first aid training through Skills Centre.
The Skills Centre job board was rebuilt to distribute traffic to relevant services. This technique supports Skills Centre’s strengths in terms of user acquisition. The goal was to align with the wants and needs of their audience, adding value instead of imposing a different experience.

Solution

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Before rebuilding the website, over 85% of website traffic visited the job board and went no further. On the new website, 43% of users engage with content other than the job board on their visit. Content engagement improved substantially. Users spend an average of over three minutes on-page on the new website, compared to just 1:29 on the previous version. Average search position and overall search volume also increased due to improved website quality and SEO. As percentage of traffic share, search traffic has increased from 45% to 60% since launching the new website.
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Too many websites get built as though they&#8217;re works of art. A website is an information tool. UI/UX is the science of making that information accessible and enjoyable to navigate for your target audience. We can help you build a high-performing marketing website using the science of great user interface design.

Results

Marketing

Strategy

Manufacturing

&#8220;The work BlackBean has done for us looks great. It&#8217;s really neat, it&#8217;s professional, and it&#8217;s creative.&#8221; &#8211; General Manager, VEGA Instruments Canada Ltd.

Testimonial

B2B manufacturing marketing

Massive marketing optimization effort for manufacturer

VEGA Instruments is a German-based manufacturer of industrial smart sensors. We worked with their Canadian division to clarify their product offering, better support their sales team, and develop better marketing visibility for their team.

Top-to-bottom marketing cleanup

VEGA Canada faced several marketing challenges. First, their data lacked integrity. Many records in their CRM were inaccurate, poorly segmented, or incomplete. Their sales team felt unsupported by marketing, and their marketing materials were often clumsily translated from German.

We worked with members of VEGA&#8217;s team from leadership to admin and support to build out better processes, clean up their CRM data, segment their customers into accurate and meaningful lists, and provide superior sales resources to close more deals.

<ul>
<li>CRM: Audit, review, tiering and optimization to generate and measure true marketing efforts and results</li>
<li>Sales: Playbook for sales team, sales enablement and meeting handbooks to bridge the gap with marketing and ensure optimal flow of information to increase revenue.</li>
<li>Brand: Awareness increased through sellers&#8217; vehicule branding, personable videos, and innovative trade show design.</li>
</ul>

Result

Building

Generating 300 poor or unqualified leads per month results in futile, time-consuming tasks for B2B companies and their sales teams. Generating 30 right-fit prospects who genuinely require your organization&#8217;s products or services is far more beneficial. If an agency promises to &#8220;10x&#8221; your website traffic, we advise you to be cautious.

Traffic is one thing but without qualified leads, it isn't worth much!

b2b conversion rate

60% more form submissions for civil engineering firm

In the world of B2B conversion rates, turning website visitors into qualified leads is a crucial metric for success. However, many businesses need help to bridge the gap between generating traffic and securing conversions, much like this client! At the onset of our engagement, <a class="editor-rtfLink" href="https://pwtrenchless.com" target="_blank" rel="noopener">PW Trenchless</a>, a civil engineering construction company, faced significant hurdles in measuring and enhancing its website&#8217;s conversion rates. Despite having a solid business foundation, they needed more detailed analytics. They targeted marketing strategies to leverage their online presence effectively.

Small tweaks, majors results.

Before our intervention, the client struggled with two significant challenges. First, they needed more visibility into their website&#8217;s performance, making it impossible to track success or failure. Second, they needed help capturing the interest of potential B2B clients, a crucial aspect of their business. These challenges left them in the dark about their standing in the market.

The first step was to shed light on the company&#8217;s online presence. Thus, our work began with thoroughly analyzing the existing website data, user engagement metrics, and industry benchmarks. We implemented tracking and analysis tools, unveiling critical data that would guide the strategy.
The data showed that our client&#8217;s website needed more organic search traffic, minimal engagement, and a poor conversion rate. BlackBean&#8217;s analysis revealed significant opportunities for improvement, particularly in SEO, content optimization, and user experience (UX) enhancements.
Armed with insights, we crafted a conversion optimization strategy focusing on:
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<li>SEO and Website Enhancements: We initiated a series of SEO adjustments, dramatically improving the website&#8217;s technical performance and improving some of the content and messaging. </li>
<li>Website Forms Performance Optimization: Through ongoing testing and optimization, we improved form submissions, with a significant portion of submissions translating into legitimate contact form leads.</li>
<li>CRM Implementation and Marketing Automation: We introduced a CRM system and automated follow-up email campaigns to streamline the client&#8217;s sales and marketing processes. </li>
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The successful implementation of our solutions was a testament to the collaborative effort between our team and the client. We worked closely to ensure that each strategy was implemented with precision and aligned with their internal resources, demonstrating their commitment to the process.

Solution(s)

One of the key successes was enhancing website form performance, which directly contributed to the increased rate of qualified leads. The most telling success metric was the dramatic rise in form submissions by 317.65%. However, taking this with a grain of salt would be best due to test submissions and spam filtering.
Other notable results were:
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<li> Our efforts led to a staggering 63% year-over-year growth in organic search traffic, a clear testament to the effectiveness of our SEO strategies. User engagement also saw a notable increase, further validating the success of our content optimization and UX enhancements.</li>
<li>The most inspiring part of our success story is the impressive improvement in qualified leads. Our strategies led to a 58.8% qualification rate in February, a significant jump from the initial figures. This success is a testament to the power of CRO in lead generation.</li>
<li>The website&#8217;s lead generation rate saw direct improvements, contributing an estimated $800k of raw contract value or 1:13 ROI.</li>
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The metrics speak volumes about the success of our optimization efforts. The results were evident from a significant jump in organic search traffic to a dramatic increase in qualified leads. Unsurprisingly, this performance improvement was mirrored in the client&#8217;s appreciation of our marketing efforts, as they began seeing tangible results and ROI from the optimizations. The proof was undeniably in the pudding.

Paid Search

&#8220;In 10 years of working with marketing companies, [BlackBean] is the only one that has generated quality leads!&#8221; &#8211; J. Hart, Sales Director.

Delivering value is what we do.

Google ads for B2B

$1.5M lead from Google ads in less than three months

Search advertising provides near-instant results for B2B companies looking to boost their lead generation. After upgrading Royale&#8217;s website with strong conversion pages and highly relevant content, we built a targeted search campaign to promote their key services across the United States.

Immediate ROI from search advertising

Once we completed our positioning exercise, it was time to generate leads. Although Royale had plenty of contracts around their home base in New York City, they struggled to push into other markets like Texas, Chicago, Miami, and Baltimore. They needed a targeted, efficient advertising campaign to get their upgraded messaging in front of the right clients across the country.

Royale&#8217;s customers could be found in dense metro areas across the country, particularly in areas where real estate development is high. We targeted a dozen metro areas ranging from Texas to Baltimore, keying in on specific zip codes that best fit their customer profile. As we collected data from the campaign, we adjusted targeting, keywords, and bids to maximize performance.

<h2>Over $1.5M in leads generated</h2>
Through the campaign&#8217;s first 90 days
<h2>$55 average cost per lead</h2>
<h2>More online leads</h2>
Than any other channel since campaign launch

Google ads for B2B

$1.5M lead from Google ads in less than three months

After completing a positioning exercise, Royale wanted to focus on lead generation. Search advertising was the quick way to generate value while testing our new content and positioning.

Immediate ROI from search advertising

Challenge

Solution

Over $1.5M in leads generated

$55 average cost per lead

More online leads

Delivering value is what we do.

See Results in Action

Building the right website for the job using UX excellency.

Massive marketing optimization effort for manufacturer

60% more form submissions for civil engineering firm

Ready for bolt-on marketing performance?

Let’s make your marketing a powerful growth tool!

Signup Successful!

Google ads for B2B

$1.5M lead from Google ads in less than three months

After completing a positioning exercise, Royale wanted to focus on lead generation. Search advertising was the quick way to generate value while testing our new content and positioning.

Immediate ROI from search advertising

Challenge

Solution

Over $1.5M in leads generated

$55 average cost per lead

More online leads

Delivering value is what we do.

See Results in Action

Building the right website for the job using UX excellency.

Massive marketing optimization effort for manufacturer

60% more form submissions for civil engineering firm

Thanks! Don’t want to wait?

Ready for bolt-on marketing performance?

Let’s make your marketing a powerful growth tool!