B2B Website, Branding + SEO for Lead Gen Company

+80.25%

Sessions

+97.02%

Engaged Sessions

+111.51%

Organic Search

+146.68%

Direct

+138.85%

Average Session Duration

+131.63%

Event Count

10/1/24 - 2/1/25 compared to same period previous year

The challenge

Pipeline360, a company offering lead generation services to B2B marketers, came to Bop Design seeking a professional B2B website design that would put them on the map and establish themselves as a prominent brand in the space. Pipeline360 was originally offered as a service through its parent company, Integrate, but it was time for it to emerge as its own brand and stand on its own. The company had published a stopgap website with a few pages of thin content that failed to showcase its unique solutions or articulate the value proposition effectively.

From a design standpoint, the B2B website lacked cohesion. Its inconsistent color palette and random illustrations didn’t align with a professional, high-performing brand.

The website was also not optimized for search, so potential customers couldn’t discover Pipeline360 organically. The company needed a B2B website that would clearly define its unique market positioning, establish credibility, and drive engagement with the target audience.

The solution

Our team was up for the challenge. We took a strategic, multi-layered approach that included:

B2B branding & design overhaul

We developed a cohesive style guide and B2B brand guidelines to ensure consistency across the website. This included refining the color palette, creating harmonious gradients, and designing a standard set of icons. Our designers incorporated custom illustrations to visualize Pipeline360’s software and services in an engaging way. Interactive elements, such as animated arrows and parallax effects, were incorporated to enhance user experience (UX) and guide visitors through their journey on the B2B website.

Expanded content & messaging development

We crafted a robust, SEO-optimized content strategy centered around the concept of “branded demand.” This messaging differentiated Pipeline360 from competitors by demonstrating how itsw solutions allow marketers to merge brand awareness with demand generation seamlessly – something unique in the industry. Our content team stuck to a friendly, approachable tone while maintaining a professional balance. We added subpages under a main “Solutions” menu to cater to various industries, roles, and use cases, allowing website visitors to self-select what’s most important to them.

SEO & user experience enhancements

After conducting extensive keyword research, our team optimized every page for search visibility. A mega-navigation menu with icons improved the B2B website structure, making it easier for users to find relevant content. The website’s flexible, mobile-friendly layout ensured an engaging experience across all device types, increasing usability and retention.

Results

Over the four months following the launch, website sessions increased by over 80%, while engaged sessions rose by an impressive 97%. Organic search traffic more than doubled, increasing by 111%, demonstrating the success of our SEO efforts. Beyond just attracting more visitors, the website kept them engaged for longer. The average session duration jumped by nearly 139%, indicating that the content and design changes made the site far more compelling and easy to navigate. Additionally, event interactions, such as resource downloads and contact form submissions, rose by 132%, proving that the site was not only generating traffic but also driving meaningful actions from potential customers.

The B2B website transformation allowed Pipeline360 to step out of Integrate’s shadow, position itself as a leader in the demand generation space, and establish a strong foundation for future growth.