The Challenge
Following the merger of the ASB App and CMSG REACT, the existing website no longer reflected the business or its expanded product portfolio. Visitors couldn't easily see how the products fitted together or which solution addressed which problem. With no analytics in place, CMSG had no visibility into how people were actually using the site.
The situation was made worse when malicious actors compromised part of the site to host unrelated, inappropriate content - a serious risk to CMSG's reputation among housing providers, local authorities and community safety teams, who need to trust the organisations they work with.
The Solution
Whilst website design and build isn't a core offering for Fresh B2B, we built a new website for CMSG on HubSpot Content Hub, fully integrated with their existing HubSpot CRM. The project began with an audit to understand CMSG's goals, audiences and value proposition post-merger.
From there, we mapped out buyer personas for CMSG's different audience segments and structured the site's content so each group could quickly find and understand the product relevant to them, while still seeing how the full portfolio worked together. We customised a HubSpot theme to suit CMSG's brand and the audiences they serve, rather than launching on a generic off-the-shelf template, and wrote all of the site's copy - service pages, blog posts, case studies and core site pages - so the finished site read as a single, consistent voice throughout, not a patchwork of old and new content. The design aimed for a tone that was professional enough for the sectors CMSG serves, without losing sight of the fact that their solutions ultimately protect vulnerable people.
Because the site sits on HubSpot Content Hub, every visitor interaction now flows directly into CMSG's CRM, giving the team visibility into how prospects engage with the site before any conversation even starts. We set up comprehensive analytics through HubSpot and Google Analytics so CMSG could see what was working for the first time.
Security was addressed as a priority alongside the rebuild - the existing compromise was cleaned up, and measures were put in place to prevent it from happening again.
The Results
- 60 qualified form submissions
- Three customers converted from online sources (direct, organic search and referral)
- Nine further deals currently in the pipeline from online sources
- Traffic split of 58% direct, 25% organic search, 13% referral and 3% organic social
- Keywords ranking in the top 30 positions grew from 0 to 18, with 38.78% visibility in position tracking
- The security compromise fully resolved, with no repeat incidents
- Every website interaction now syncing automatically with CMSG's CRM
The Impact
CMSG now has a website that reflects the business it has become since the merger, rather than working against it. The security issue that once put its reputation at risk has been fully resolved, and the CRM integration means the sales team can see how prospects are engaging with the site before they even pick up the phone.
For a team that had no analytics before, the shift to full visibility into visitor behaviour and a growing, trackable pipeline from the website marks a real change in how CMSG can plan and demonstrate the value of its marketing.
