A strategic site audit: the case of Limagrain Ingredients

A digital strategy to effectively convert your prospects

Limagrain Ingredients, a major player in the agri-food industry, entrusted Make the Grade with the mission of auditing its website to recover best practices in terms of conversion and UX design. Despite an innovative product offering and a well-established reputation, the website could be optimized to boost contact requests and thus conversions of visitors into qualified leads. Through a detailed audit and a strategy of continuous improvement, we helped Limagrain take its digital approach to the next level.

The Inbound Marketing strategy: an essential lever

One of the first parts of this audit focused on Inbound Marketing and its methodology. This approach aims to attract qualified visitors, nurture their thoughts with content adapted to each stage of their buying journey, and convert them into prospects and then customers. It is based on a strategy structured around three key phases, which have been analyzed and detailed in our recommendations:

1. Discovery phase: Creation of educational and informative content to capture the attention of prospects in the awareness phase. For example, blog articles and white papers addressing key industry issues.
2. Consideration phase: Proposal of detailed content such as guides or comparisons to support prospects in their thinking and encourage them to consider Limagrain as a strategic partner.
3. Decision phase: Development of persuasive content, such as case studies, customer testimonials and product sheets, to convince prospects to choose Limagrain.

These actions, combined with the optimal use of HubSpot to manage and analyze prospect interactions, made it possible to structure a coherent campaign, precisely targeting the needs identified by the personas.

Rethinking the user experience to increase conversions

Limagrain Ingredients is a subsidiary of the Limagrain group, specializing in natural ingredients for the food industry. Always keen to improve its online presence, the company asked Make the Grade to audit its website. With this in mind, Make the Grade carried out an in-depth analysis, accompanied by strategic recommendations. The audit is presented as a roadmap, offering clear paths to help Limagrain Ingredients achieve its digital objectives and further strengthen its market positioning.

In a competitive sector where purchasing decisions are influenced by educational content and fluid user experiences, Limagrain was looking to rethink its digital approach to better meet its customers' expectations. Its vision was clear: to offer a simplified and relevant user journey to transform each qualified visit into a commercial opportunity. It was against this backdrop that we were asked to carry out a complete audit.

In-depth website analysis

We carried out an exhaustive analysis of the website, including :

• A technical performance evaluation (loading time, stability).
• UX/UI analysis to detect navigation friction points.
• A verification of conversion paths and HubSpot integrations.
• A complementary SEO audit to understand gaps in organic visibility.

Key findings and observations

Our analyses identified opportunities for improvement to optimize the performance and user experience of the Limagrain Ingredients website. For example, adjustments to navigation could make menus more intuitive and strategic pages more easily accessible, thus improving the fluidity of the user journey. Similarly, optimizing CTAs would provide greater clarity and impact, more effectively encouraging visitors to take action.

Strategic recommendations

In response to the challenges identified, we have proposed a series of priority recommendations, categorized according to their level of complexity.

In our audit, each task was rated on a scale of difficulty from 1 to 3 stars:

• 1 star: Quick wins achievable by Limagrain Ingredients teams on their own.
• 2/3 stars: More complex tasks, requiring the expertise of Make the Grade to ensure effective implementation.

Here is an overview of the key recommendations:

• Simplify navigation: Reorganize the tree structure to guide visitors through the site.
• Optimize CTA buttons: Reinforce their wording and visibility with engaging and affording blocks.
• Reduce loading times: Optimize image size and weight, code and enable caching to improve speed.
• SEO optimization: Create semantic cocoons around strategic keywords and improve internal linking of blog posts.
• Mobile ergonomics overhaul: Adjust responsive design and adapt forms for mobile devices.

Today, this classification method enables Limagrain to prioritize the actions to be undertaken and to start quickly with quick wins, while relying on our expertise for the most complex tasks.

How can we simplify the user experience to maximize conversions?

Advice on improving the user experience was at the heart of our intervention. The aim was to ensure a smooth, intuitive user experience, while maximizing conversion opportunities.

Strengthening SEO visibility

As part of our recommendations, we proposed several actions to strengthen Limagrain Ingredients' SEO visibility. The aim would be to position their site as a reference for their professional targets on search engines. This would involve improving the site's content and structure, so as to respond effectively to user queries while taking into account the technical criteria favorable to Google's algorithms.

We recommended working on the site's semantics by building semantic cocoons around strategic keywords. These cocons would aim to link relevant pages and content together, creating a logical navigation for visitors and sending a positive signal to search engines. In parallel, we suggested optimizing meta tags, page titles and descriptions, to enhance the attractiveness of results in SERPs.

Content Hub team training

As part of our collaboration with Limagrain Ingredients, we provided in-house teams with training on advanced features of HubSpot's Content Hub, which they had already been using for several years. The main objective of this training was to reinforce their autonomy in website management. In particular, we showed them how to use tools such as drag & drop, create pages, landing pages, forms and call-to-action buttons.

This training enabled the teams to become more competent and efficient, avoiding the need to seek external help for routine modifications. It also facilitated internal collaboration by centralizing marketing resources on a shared platform. Finally, it gives them the means to track and analyze the performance of their content to optimize future campaigns.

Post-audit marketing performance projections

This conversion audit is the first milestone in an ambitious marketing system. Now that we have the basics to improve, as well as the priority actions to take, Make the Grade continues its support.

Since this audit, we believe that Limagrain Ingredients can claim the following marketing improvements:

• An estimated +30% increase in lead generation within 6 months of a future redesign.
• An estimated average landing page conversion rate of between 15% and 20%, within 6 months of a redesign.
• A minimum +40% potential increase in organic SEO traffic over 12 months, supported by a semantic strategy and improved SEO.

This is an average B2B figure in the agri-food sector, which we see following the transformation of a showcase website into a conversion website. Among our 150 delivered projects.