On the left: the original demo request page
On the right: the new demo request page
Lead-Boosting Website
Company
Homebase is a SaaS platform for residential and commercial properties to manage WiFi and its connected devices including access, security, and smart home technology.
Challenge
The company’s primary website was becoming outdated and not generating a sustainable flow of sales leads. In addition, many aspects of the product had evolved and the content needed to better represent the collective whole of 30+ product features.
Users
Portfolio owners of multifamily and commercial properties.
Role
Product Designer collaborating with a Senior Designer, the Content Marketing Specialist, and the Chief Product Officer to refresh and rebuild the company’s website, homebase.ai.
Goal
Boost sales by refreshing the company website to impress potential clients, clearly explain the product features, and lead them to book a sales demo.
Discovery
Competitive Analysis
I saw the need for the company’s first competitive analysis. Various team members had a great expertise in various competitors’ strengths and weaknesses.
So I built the framework for the analysis, led the initial research, and put a team together to compile data. This has assisted in product roadmap planning and sales strategy, and was a constant resource as we rebuilt our company website.
Project Planning
First, we established a goal of leading website visitors to our demo sign up page to generate 20 qualified inbound leads from the website during the first quarter of the year, which was also when the redesign was taking place.
Next, we mapped the current website and used analytics to identify content that was most valuable to least valuable. In a brainstorming session with stakeholders from product and marketing, we quickly iterated a new sitemap.
Design
Style Guide
In a collaborative work session, we discussed style trends across competitors’ sites to see how we could stand out with impactful visuals and superior content.
We then applied our existing brand standards to establish new design components in Figma to kick off the design process.
Demo Request
Probably the most important page aside from the homepage was improving the demo page. I suggested revamping the user experience to reduce friction in the sales demo process.
The previous process required prospects to fill out a 7 question form which the sales team used to reach out and schedule a demo meeting through email which can feel like playing phone tag to find a time both parties are available. This process was time-consuming for the team and contact forms are often avoided as they can feel like a black hole for users.
Select Final Pages
Conclusion
Results
The results were very pleasing. Within the first quarter, we doubled our sales demo inquiries!
In addition to the increase in inbound leads from the demo page, we also regularly get customers offering positive feedback on their website experience.
Props from the Sales team:
There have been so many times when we hop on sales calls and they say, “Your website looks super slick and I know exactly what your company does. How can we move forward?” You make our jobs a lot easier!