Radfords Software

Radfords Software came to us to with a goal to create a website suitable for the global stage, supported by a functional CRM tool, and a digital strategy to cover off Google Analytics tracking and media strategy. Radfords had been on Hubspot for over a year and had been under utilising the tool due to a poor website experience, no content strategy or media strategy to market the site to potential customers. The wanted a partner who could build their brand foundations with a modern website and support them with a marketing strategy as they worked to their goal of expanding business in the US and Canada.

With completed Personas, Splash mapped out design wireframes to flesh out a customer journey that was relevant to their customers. This was then turned into website design options for the Radfords team to feedback on. Then it was developed in the Hubspot CMS. The CMS is incredibly easy for Radfords to use and make changes to images and content as needed. 

While the site was being developed, Splash then developed a content strategy so Radfords could invest in content that targeted specific personas and bring them to the site via social media channels or act as onsite lead generators.

Radfords were targeting the US market and had very little visibility there. We developed a very tight and controlled Google Search strategy to bring in users with high intent. This was complex as many of the search terms were very broad and could apply to many industries. So through data and conversion signals these campaigns were refined over time. 

Data and tracking cannot be ignored. We implemented Google Analytics tracking and Audiences to support the marketing.

Splash delivered a modern site that communicated Radfords unique value proposition while providing a smoother customer journey for potential customers. The site completely elevated the Radfords brand to position them as global leaders in fresh produce software. 

The book a demo conversion numbers increased and with the paid search and Linkedin strategy Radfords started to attract potential leads from both the USA and Canada. This was as intended.