Situation: An Opportunity to Retool and Optimize a B2B Website

After the launch of a website redesign with Windmill Strategy, several years ago, FasTest’s website was a successful effort, although it leaned toward supporting the technical needs of existing customers. More recently, the website was receiving a significant amount of traffic, but the rate of form submissions and conversions was lower than expected. FasTest’s website needed updates to help facilitate the customer experience for new prospects by seamlessly guiding them through the journey from its earliest stages through to engagement with a FasTest representative.

In addition, FasTest was struggling to present some of the high-value content they were creating, and after the switch from UA to GA4, they were finding inconsistencies in their Google Analytics reporting data, particularly in page views. FasTest asked its web design partner, Windmill Strategy, to work with them on updates and improvements.

Solution: A Strategy Combining Analytics, Attention to User Flow, SEO and Content Optimization

The first objective for Windmill was to help FasTest correctly set up GA4 and understand how best to utilize it. Windmill helped to fix the tracking issues to make sure conversions were being accurately tracked and improvements could be measured later.

Subsequently, to clarify the customer journey and provide pathways for new prospects as well as existing customers, Windmill worked with the client to optimize the mega menu structure and make the content presentation more consistent across all pages. We changed the order of the menu structure and user flow by prioritizing industries over products, allowing new customers with less familiarity with FasTest an easier way to choose a path for navigating through the website. We also made sure the content was consistently represented by implementing uniform patterns across the website. This included:

• Making sure H1, H2, and H3 tags were used appropriately within CMS content. This not only enhances the look of the pages, it also greatly improves SEO because Google is better able to track key messages on the page.
• Creating new reusable content blocks for consistency, such as a CTA for “custom solutions” used on different pages. While there may be different content specific to the page, the layout is consistent to make it easier for a viewer to skim the pages.
• Making images more engaging, in conjunction with the accompanying SEO optimization efforts.