Generate +30% in leads by redesigning site on HubSpot CMS

HubSpot CMS at the heart of HelloWork's marketing strategy

HelloWork recently chose to centralize its entire digital strategy on HubSpot. The centerpiece? The new website built with HubSpot CMS. In this case study, we take you behind the scenes of this winning bet!

A website redesign with HubSpot CMS for new growth ambitions

Company presentation

HelloWork is France's leading digital player in recruitment, employment and training. It helps all those wishing to recruit to attract candidates and get them to apply to their company. Every year the company generates over 20 million applications for its 11,000 customers.

HelloWork in a few figures is:

• 350 employees in 8 locations (Rennes, Paris, Bordeaux, Nantes, Lille, Strasbourg, Lyon and Aix-en-Provence)
• 51 million euros in orders by 2020
• Between 4 and 5 million visitors every month

3 challenges for website redesign

HelloWork benefits from significant traffic on its recruiter site through its various employment and training platforms: ParisJob, RegionsJob and Cadreo. In this context, the aim was to improve the B2B site's conversion through a design and technical overhaul. 3 major challenges to be met to improve conversion:

1. Vulgarize and harmonize the presentation of HelloWork services
2. Optimize the conversion rate of visitors into qualified leads for the business
3. Develop HelloWork's B2B brand awareness

Solutions for HelloWork

Present the service offering in a simple, uncluttered Design:

"Keeping it simple is probably the most sophisticated goal in the world"  Steve Jobs, Apple founder

• Thanks to a clean design, we've created a site that enhances the user experience with few words. The idea is to make the design clear and light on text to help the user find information as quickly as possible. This is the concept of "microcopy"!
• The design of 25 illustrations highlighting the benefits of the solution to improve the user experience on the site.
• The creation of a double-entry navigation. Both by issues or by products to respond to the different stages of maturity of personæ.

Improving the conversion of visitors into highly qualified leads for sales

• The multi-step form qualifies leads with smart fields for a better user experience. If the visitor fills in the field with a generic email, he's asked whether he's a candidate, student, etc. This makes it possible to categorize leads very quickly before they are called back by sales staff.
• Flexibility of modules to make HelloWork teams completely autonomous in order to test other conversion techniques.

Develop HelloWork brand awareness in the B2B sector

• Creation of 9 bespoke templates featuring the brand's universe with powerful branding, placing people at the center of thinking.
• Incarnation and customization of all modules to offer consistency across the site with the ability to change page color according to the issues being addressed.

Results beyond expectations

30% more leads generated after going live

The initial objective was to generate +20% leads. The result has exceeded expectations, with 30% more leads than on the previous version of the site.

We're very pleased with the results.

Saving time and efficiency

Thanks to HubSpot's automation tools, HelloWork optimally manages a prospect's entire buying journey. When the user fills in a form, registers for a webinar, opens an e-mail, everything is centralized in one place. Using the CRM platform as the flagship of the marketing strategy, leads can be better qualified and time saved in their orientation.

Autonomy on HubSpot CMS

By partnering with the Make the Grade agency, the HelloWork team continues to develop its thoughts and creations while delegating the operational side. The teams are now trained and fully autonomous on the regular updating of the website.

And what's next... iteration and generation of new requests

After delivery of the site, we implemented the Clarity tool to understand how users experience visits. Based on audience behaviors and our learnings, this allows us to optimize and adjust all the site's conversion elements on the hot zones of the pages. If you, too, would like to create a tailor-made website, find out how to boost your sales with a conversion website.