How Veriforce grew leads by 10% MoM

At a glance

Challenge

• Unifying disparate products and features
• Ensuring website supports future growth
• Increasing qualified organic traffic and lead capture

Solution

• Repositioning Veriforce as a unified solution for a global audience
• Component-based website redesign to ensure future scalability
• Clear, effective user journeys to compel right-fit leads to action

Results

• 10% MoM increase in website leads
• 20% improvement in keyword rankings
• 40% better domain authority

Following a series of mergers and acquisitions, Veriforce needed a website refresh. The company’s expanded product suite had to be presented as a unified solution for a global audience. The site had to be easy to update and capable of supporting the needs of current users without inhibiting future M&A activity and subsequent growth.

Most importantly, the new website had to speak to (and convert) four distinct audiences that touch supply chains in different ways: hiring clients, contractors, instructors, and evaluators.

Veriforce’s previous website had been very product-focused, so this user-centric design was a bold new direction. To successfully pull it off, Veriforce partnered with Tiller.

“We needed to build a web presence that would scale with our business and guide different audiences through a variety of journeys. Our [former] site wasn’t built for today’s Veriforce,” says Matt McGee, Veriforce’s Director, Creative Services.

Bespoke user journeys

Tiller helped Veriforce reinvent their website strategy. We did this in three key ways:

1. Reimagined sitemap. The new mega menu categorized each page by target audience, making it easy for users to self-identify and locate relevant information.

2. Benefit-driven messaging. Rather than focusing on product features, we wrote concise, value-driven copy emphasizing what each segment could achieve with Veriforce. Each segment also had tailored calls-to-action (CTAs) inviting specific conversions.

3. New proof and content. We filled out content gaps by creating 11 unique industry pages and seven use case pages that demonstrated the breadth of the new, unified Veriforce ONE solution across a wide range of complex supply chain situations.

Future-proofing

In addition to optimizing each user journey, we implemented a focused keyword strategy across all core pages, including the new Supply Chain Sustainability and ESG commitment pages. This strategy drives organic web traffic and helps Veriforce differentiate itself in a competitive space.

We also took future scalability into account during development:

• Leveraged component-based development to enable future UI designers and developers to take control of and easily change or add new interfaces.
• Enabled multilingual support for six languages at launch + the ability to add more.

Matt says, “We received a lot of great feedback about the visuals, the approach, the content, and the overall experience. It was exactly what our company needed.”

It took less than 18 weeks to go from strategy to launch. The redesigned corporate website successfully positioned Veriforce ONE as the new, centralized Veriforce solution. It appealed directly to each of Veriforce’s target audience segments with right-time, right-place messaging.

“[Tiller helped] position our company and solution in the most effective and impactful ways,” Matt says.

Within two months of launch, Veriforce reported a 10% month-over-month increase in lead conversions and a 12% increase in contractor conversions. They also saw a surge in organic traffic as the number of ranking keywords grew by more than 20%.

The new content also helped Veriforce cement its credibility, even in new international markets. Veriforce calculated a staggering 40% increase in Domain Authority month-over-month. This increased authority will help Veriforce accelerate new customer acquisition.