Mar 85 min read

Revamping Senergy’s Website And B2B GTM Strategy To Unlock 9x Sales Growth

Updated: Apr 24

SEO Research, Web UX Redesign, And 26% Faster Website For Security Systems’ Business Expansion

I worked with a B2B client, Senergy Intellution, to unlock a 9x increase in monthly organic traffic. We accomplished this by redesigning their website, moving to a new web platform, and optimizing on-page SEO. The new website platform decreased page load times by 26%. I used SEO keyword analysis, design of peer websites, and a customer focus to lead the redesign. Here are the details.

Website design to unlock organic growth.

If you have any questions or want help with organic growth, get in touch.

Project Background And Challenge

Senergy Intellution manufactures B2B security systems. For example, they manufacture RFID readers and electronic cabinets to secure items. They are a team of 40. The company has sold products for 25 years. Most of their customers are Indian government organizations - including heavy industries, nuclear power plants, and petroleum companies. They also have for-profit customers, such as the Marriott chain of hotels, GE, Ford, and Honeywell.

A security system. For example, a key management system.

They had spent a lot of time and effort to develop products meeting the needs of B2G and (for-profit) B2B customers. The client had a portfolio of 40+ proven products. They wanted to sell their existing products to for-profit companies to grow in the B2B market, which is 6.2 times bigger than the B2G market.

But, they knew they needed a different approach to grow in the B2B market vs the B2G market. They did not have any sales or marketing team. In 2022 and 2023, I worked with their Founder and Head of operations to identify ways to increase their for-profit customer base.

Targeting expansion in a 6.2x addressable market.

I have permission from the client to share their logo and project details. But, I’ll hide the numbers.

Research To Identify Growth Barriers

I wanted to know what was working well for them. I talked to their Founder and Head of Operations. From these talks, I learned how they get customers. Most customers found them through:

referrals from another customer,
a partner/vendor, or
online searches.

We didn't have a process to get referrals. We did not have a process to find new partners. But, we had a website that showed up via online search.

For-profit companies were more likely to choose us based on our website, compared to government buyers. So, we wanted to make our website easier to find. This would lead to more leads or inquiries, which would lead to more sales.

To get more people to our website, we had 2 options:

Content marketing for organic traffic
Digital ads for inorganic traffic

Comparing organic vs inorganic digital marketing.

We chose organic growth because we wanted to get traffic that cost less in the long term.

My research on how customers find our website showed we had 3 ways to get organic traffic:

Blog content
Case studies or customer stories
Customer testimonials

Our website had some big challenges:

It didn't have a CMS (Content Management System). This meant we needed to know PHP, HTML, and CSS to add anything new.
The website was slower than most websites, ranking in the 46th percentile for speed.
Our website was not easy for users to discover via Google search. For example, our webpage titles were “1.php” and “2.php”.
Our website used an old platform. We wanted to add case studies, testimonials, or blogs. These are essential for attracting more visitors, but we couldn't easily put them on our site.
We didn't have dedicated website developers in our team.

testimonial from director and head of operations at senergy

So, the Head of Operations and I decided to redesign the website and switch to a new platform. We aimed for these four goals:

Faster page loading,
A modern design,
Easy to add blogs, case studies, and testimonials, and
Implementing on-page technical SEO changes.

30 to 40% of the company's revenue came from one product, the key management system. So, we decided to focus on this product in our project.

Focused on the one product contributing to a large amount of revenue.

Research To Redesign Website

I researched these topics:

Website platform, e.g. Wix, WordPress, SquareSpace, and more.
Peer and competitor websites for design ideas.
SEO keyword analysis for on-page SEO
Choosing the right agency to build our website.

Agile project plan, avoiding waterfall impact with a few ‘iterate’ boxes.

I explored design inspiration with our founder and the head of operations. I looked at 44 websites in our industry. I checked their:

SEO performance,
Style, and
Content

Monthly organic traffic was 9x larger for our closest competitor.

I analyzed SEO keywords. My goal was to find non-branded keywords with high volume or high conversion in our industry. I used:

Ahrefs and
Google Trends

My research showed customers buy from us because:

They know the founder,
Appreciate our 25-year history, and
Trust referrals from our customers

So, I highlighted the founder, our company history, and customer stories in our new home page design.

Results: Redesigned Website

Before-after of home page redesign to emphasize benefits and the company history.

I hired a web development agency to create the new website and its features in WordPress with Elementor. I followed best practices and used insights from our customers to improve the website:

We chose a modern design, similar to the top websites in our industry.

We optimized our website for mobile devices.
We kept the most important info at the top and used a carousel to provide extra information.
We showed the benefits of our products, not just their features.
We used photos of our product in use, rather than stock photos.
We featured a select few private customers, rather than listing every customer we have.

Before-after of product page redesign to make it easier to scroll on mobile and understand benefits.

On the product page, I updated the (copy) text and organized the information better. I talked to our experts to fully understand what our products do. Then, I matched what I learned about our products with what our customers need. This helped me improve the product catalog.

We achieved these goals by rewriting the content:

Highlighted benefits, not features.
Spoke about jobs-to-be-done by the customer.
Made it easier to skim or speed read, by removing hidden information or info behind tabs.
Made it easier to read headings without details by grouping information and adding pictures and icons.

Results: Faster Website

Before-after website re-architecture, mobile performance improved by 30 units.

82% of consumers say slow page speeds influence their purchasing decisions, as per Website Builder Expert. We cut down the page load time by 3 seconds. This could increase conversions by 33%, as per research by Envisage Digital. Our next challenge is to reduce our image sizes while retaining quality to speed up our website even more.

Estimating Impact

Our closest rival had 9 times our organic traffic. I predicted that through content marketing, we could achieve a similar traffic - 9 times growth in our organic traffic. With our redesigned website, we now easily add case studies, testimonials, and blogs. This would spark the future growth of the client.

Before-After of the website with CMS enables future organic traffic growth.

Recommendations

To start your digital marketing, review: do you have a suitable web platform?

To move your focus to a new vertical, check: how do those customers search for solutions to their problems?

Once you have a better understanding of the customer needs and technical feasibility, build your go-to-market strategy.