The company was growing so quickly that their marketing and digital presence hadn’t kept up. They initially approached Make to design a new website and online identity that reflected both its market position and aspirations. The partnership quickly evolved to encompass illustration, photography, videography, print and stand design, social media and more.
The current website didn’t effectively market Nordcloud’s deep cloud expertise - or its range of cloud services and solutions. It was hard for visitors to find information, and conversions were low. A major portion of the website traffic was to career pages - great for recruitment and employee engagement, but not ideal for supporting SEO or sales.
Nordcloud needed a digital partner that could step right back - creating a site map, keyword strategy, UX and design approach that would deliver a new, differentiated site in line with their company strategy.
Because Nordcloud is both fast-growing and agile, its offering constantly evolves. We therefore needed to work closely with the product team and Chief Growth Officer to determine the best taxonomy for their capabilities. Through competitor and SEO research, we provided an important evidence base for how services and solutions should be marketed - on the website and more broadly.
We also needed to streamline user journeys and improve UX, helping visitors access relevant information more quickly. And we needed to create better links between buyer pages and resources, eliminating information silos to provide a richer on-site experience.
And time was of the essence - because the website needed to be live in 3 months for CloudExpo, a major exhibition.
The new, 150+-page website went live on time and on budget - and has delivered substantial value to Nordcloud.
Design - we delivered a differentiated design that reflects Nordcloud's personality. It strikes a balance of creative illustration and team photos. Our video and photography team spent 2 days on site building an on-brand image bank
Buyer journeys - after 3 months, the website had a 19.5% increase in buyer pages viewed, despite coronavirus and lockdown happening just 2 weeks after go-live. Given the previous traffic bias towards career pages, this huge jump is a critical indicator of the website attracting more relevant traffic.
SEO - the new site structure aligns with a relevant keyword strategy, giving Nordcloud a firm foundation for boosting rankings
UX - resources were effectively centralised in a new Cloud Empowerment Hub, as well as seeded throughout relevant buyer pages. Mobile usage rose a massive 20% in the first 3 months - well above benchmark increases. And the site has achieved 95/100 on Google speed tests
Although the project was originally focused on the new website, the synergy between Make and Nordcloud has led to a much deeper partnership.
Social media - since go-live, we’ve run a series of campaigns across Facebook, Twitter and LinkedIn
PPC - to support the SEO strategy
Marketing automation - the website is integrated with Pardot, so Nordcloud can run seamless marketing automation campaigns
Events - from stand design (pre-Covid) to webinar materials Video - our video team has been busy supporting Nordcloud with several multi-channel campaigns And that’s in addition to ongoing website refining, monitoring and maintenance. It’s a true collaboration - with Nordcloud stakeholders and the company’s wider agency team. With Nordcloud building a €190M sales pipeline in the 3 months since launch, the results demonstrate what can be achieved with ambition, creativity and teamwork.
We have had the pleasure to work with Make for the re-launch of our website as well as for some of our social media campaigns and would without a doubt strongly recommend them.
From the start of our working relationship, Make proved to be very professional, responsive and quality-driven. In addition, they worked hard and collaborated across the whole business to ensure that all of the elements that they were delivering fit into the overall marketing strategy.
In addition, throughout the whole project it felt like Make was an extension of our internal team.
Marketing Manager at Nordcloud
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