The challenge
Community's website was working against the marketing team behind it.
Community sells to professionals and decision-makers involved in community management, engagement and digital platform selection. Its existing Webflow website lacked a clear, intuitive user journey for those buyers, and load times were slower than ideal, creating friction for visitors and limiting organic search performance.
The bigger problem sat behind the site. The website did not make enough use of HubSpot's marketing capabilities, so the team could not fully connect what visitors did on the site with the campaigns that brought them there or the leads they became. Without that connection, it was hard to see which activity was producing pipeline and which was not.
Community needed a faster, clearer website that served each of its buyer types. Just as importantly, it needed a build that turned every visit into data the marketing team could act on.
Our solution
We started with the buyers. A detailed UX analysis mapped Community's different ideal customer profiles (ICPs), showing how each one needed to move through the site and what each needed to see.
From that foundation, we designed and built a custom HubSpot CMS theme with a reusable component library, so the marketing team could create new pages consistently without rebuilding the same elements each time. We also rewrote approximately 30 pages of copy to speak more directly to each ICP.
The new build was integrated tightly with HubSpot Marketing Hub, and this is where the tracking changed. With the website and the marketing platform working as one system, campaigns, visits and leads are recorded in the same place. That enabled end-to-end attribution, from the first campaign touchpoint through to the lead, and lead scoring that ranks prospects by how they engage.
Moving to HubSpot CMS also gave the site faster load times, removing the friction that had been holding back both visitors and organic search.
The outcome
Community now has a fast, user-focused website that drives clearer, more engaging journeys for every one of its ICPs.
Its marketing team can track campaigns and leads far more effectively through HubSpot's integrated tools. With attribution running end to end, the team can see which campaigns are generating leads, and lead scoring helps it focus on the prospects most likely to convert.
The improved performance and structure have reduced friction for users and improved Community's organic search visibility. And with a reusable component library in place, the team can keep building on the site without starting from scratch.
The result is a website that does two jobs well: it guides each type of buyer to the right next step, and it shows the marketing team exactly where those buyers came from.
