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Re-imagining a Website that Boosts a Brand

More than one million developers, testers and operations professionals use SmartBear software tools to ensure the quality and performance of their APIs, mobile, cloud-based and Web applications.

Even with 10 years of success and an expanding business, Smartbear wanted to improve its core customer message and increase conversion of software trials into purchases. It looked to Mad*Pow to quickly redesign the way prospects and customers interacted on its site and to update its corporate image. We overhauled the web experience, reorganized product pages, refreshed content, and incorporated an all-new brand identity—on time and with measurable SEO results.

Project highlights:

  • Auditing and prioritizing of vast amounts of content
  • Immersion in call center to understand key customer challenges
  • Rework of information architecture and the population of a new CMS
  • An SEO strategy for optimization of existing and future content
  • New style and message tone to align company image with customer desires

Deep Research to Refocus Content and Revitalize the Brand

With a goal of supporting SmartBear’s rapid growth, we began the project by analyzing the company’s massive amount of existing content, identifying, prioritizing, and updating critical information. To understand customer issues, we sat side-by-side with the sales team in the hectic customer center. Building on our research foundation, we tested our UX and brand design concepts and created a style and tone that dovetailed with customer expectations. Finally, we loaded the SEO-optimized content into a new CMS engine and launched the site in time for a major company event.

A Site and Brand Overhaul That Delivers Top Search Results

Despite an aggressive schedule, SmartBear’s redesigned website, optimized content, and new style and tone launched on time. With the new SEO strategy in place, the site landed in the top 5 listings of its targeted keywords.

“Mad*Pow created an information structure that would work across the company’s many product lines and pages and then found a common way to present that content - all while transitioning from a creaky old CMS and without interrupting lead flow and organic rankings."

William Agush, Smartbear's interim CMO


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Re-imagining a Website that Boosts a Brand


Elyssa Forester Senior Project Manager
Jon Mackin Digital Marketing Director   Contact Jon
Andrew Klein Principal, Visual Experience Design   Contact Andrew
Dana Young Content Strategy Director
Amy Cueva Founder and Chief Experience Officer   Contact Amy
Lisa Agustin Senior Experience Designer
Morgan St. Laurent VP, Visual Experience Design   Contact Morgan

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