ANS

A new audience means 218% more form-fills

Making intimidating targets feel achievable for a client in a state of flux: a digital transformation firm going through its own transformation.

Digital transformation and cloud services

Client

ANS

Industry

IT CONSULTANCY

Target Audience

CEO
IT LEADER
IT CONSULTANT
PA

ANS is an industry-leading digital transformation partner. The team takes cloud, security and business apps and makes them easily implementable and manageable for enterprises and SMEs alike.

The Matter

Having acquired the SMB-focused UKFast, ANS needed to adjust their messaging, product architecture and website to reflect that they no longer worked exclusively with enterprises. Their marketing automation, too, required a dramatic rethink.

It was vital that neither audience – SMB or enterprise – felt alienated or confused by ANS’s newly two-pronged offer. After all, the ANS team had some lofty targets to hit, including a 15% increase in website visitors; a 25% increase in pages per session; and a 100% increase in form submissions.

ANS branded image
Audience, brand and content workshops
Information architecture
UX and UI
Website development
Content writing
Audience, brand and content workshops
Information architecture
UX and UI
Website development
Content writing
The Energy

HOLISTIC RETHINKING, FROM MESSAGING TO MARTECH

We created new information and product architectures that thoughtfully partitioned SMB and enterprise audiences.
Crafted clear, tailored, empathic messages to SMB and enterprise personas – always saying the right thing, at the right time, in the right way.
Launched accessible new product pages for our SMB audience, helping them see how and why digital transformation was relevant to them – and nothing to be intimidated by.
Sharpened up the martech stack: integrating forms with Pardot, and improving tracking with Google Tag Manager and Analytics.
The Reaction

“Don't be Shy were detail-obsessed and incredibly customer-focused, building out comprehensive user journeys for the new site, and planning, designing and delivering it from there. The new website is already receiving more qualified leads from SMBs – which we're now able to confidently report on, thanks to the thorough tracking established by the team.”

Sophie Cornock,
Integrated Marketing Director,
ANS

218%

Increase in form submissions

65%

Increase in traffic from organic search

38%

Increase in pages per session