“Most of what we say and do is not essential. If you can eliminate it, you’ll have more time, and more tranquility. Ask yourself at every moment, ‘Is this necessary?’”
This quote from Marcus Aurelius, Roman emperor from the second century CE, sums up the attitude we were all feeling as a company in 2022. We had challenged ourselves to make more impact with our clients faster, spending less time doing foundational branding work and more time driving results. We had also fully integrated EOS around this time, which helped us realize that we needed to simplify.
After doing a lot of hard work on our processes and approach (and seeing our clients respond positively), we realized that our website no longer reflected the experience and expertise that we delivered to our clients. We also saw an opportunity to strip out the fluff and focus solely on the main things prospective clients care about: how we can ease their pain points and help them succeed and the proof that we’ll be successful.
Building for Today, Laying Groundwork for the Future
Our goals for the website included the following:
- Drive marketing and sales-qualified leads for GBG
- Be a valuable resource for sales and marketing professionals in manufacturing to help them do their jobs better and more easily, whether they work with us or not
- Accurately reflect the current experience of the GBG sales process and what it’s like to be a client
- Showcase up-to-date work so that prospects can get a taste of our quality
When building anything—an aircraft engine, a house, a website—it’s important to start with the essentials. Our team couldn’t help but come up with a million ideas of things we should include on the site, but ultimately, we made our sitemap as simple as possible to increase our speed to launch and still achieve our goals.
Instead of organizing our services into à la carte-style pages, we created a Solutions page for prospects that speaks to the common goals and challenges we most often hear from industrial sales and marketing professionals. We built the architecture of this page to allow expansion deeper into individual tactics we deploy in campaigns and programs later.
The Our Work section of the site features filtering functionality, allowing users to view projects by type, services rendered, and the deliverables included.
Essential Knowledge + More Energy
Simplifying our processes and adopting EOS breathed new life into our team, and we punched up our visuals to reflect this renewed energy. We incorporated a simple shapes motif to represent how we break complex problems down to the essentials, solving for root causes and building marketing systems that work. We also brightened our color palette to reflect the positivity, drive, and growth mindset all our go!mates share.
What’s Next: Website 2.0
Now that we’ve built a solid foundation with a website that reflects what prospects can expect when working with us, we are working in the background on the next evolution of our site to bring even more value to our audiences.
Recently launched, our 5-minute marketing assessment helps users get a sense of the current state of their marketing systems with a customized, actionable, research-backed report. We are also working on producing additional insights articles that answer the questions we are asked most frequently by industrial sales and marketing professionals.
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