As the result of the division of The Whale Hunters consultancy into two separate companies, founder Tom Searcy engaged CVM to redesign his existing website and to help him create an image for his entire new brand, Hunt Big Sales.
The company’s previous site was overloaded with nautical imagery that was potentially confusing to first-time visitors not already familiar with the brand’s metaphor (big sales = whales), and its content was minimal, focusing only on the company’s offerings and background rather than on visitor needs or problems. CVM worked with Hunt Big Sales to establish four primary objectives for the new site:
- It would reveal what the company is and what it does directly upon the visitors’ arrival.
- Because he’s an author and visible figure with a trusted background, Searcy would be featured as the heart of the brand.
- In order to offer credibility, instill trust and produce organic search results (leads), the site would focus on the needs of potential clients, rather than solely tout the company’s offerings.
- It would generate leads and capture information about each visitor so that we could analyze habits and continue improving the site.
To accomplish our third goal of focusing on the needs of potential clients, we worked with Hunt Big Sales to create new educational content on a range of topics. The result? Numerous e-books, podcasts, essay archives, a regularly-updated blog and other free tools that now comprise the site’s plentiful resource center.
We worked with Hunt Big Sales to identify niche topics—answering RFPs, outsourcing, getting in the door of a big company, etc—within their overall knowledge base and from these create e-books that provide solutions to specific problems. The resulting e-books act as the highlight of the resource center and are a primary source of traffic and leads to the site.
We created a simple registration form and custom database that only requires visitors to fill in once in order to access all current and future resources. Users who enter the resource center from the same computer on which they registered are instantly recognized. Meanwhile, Hunt Big Sales is able to learn more about its audience, their demographics, geographic locations and sales challenges in order to cater to them better in the future.