EQUIVANT
Website & Marketing Case Study for Software Development Company
Notable project results:
- Full custom design and development of three independent VBU websites, balancing individual aesthetics and content, while maintaining a unified global brand and messaging.
- 208% avg. user increases QoQ since launch across all sites
- All sites averaging 60%+ engagement rates from organic and paid channels
- 21k + new, engaged users generated across all sites within first 6 months of launch
CLIENT NAME
equivant
WEBSITE
equivant-corrections.com
equivant-supervisions.com
equivant-pretrial.com
INDUSTRY
Software Development
Background
After rebranding from Northpointe to equivant, our client was looking to tailor their products a step further by creating three new, dedicated Vertical Business Units (VBUs). They requested corresponding websites to communicate directly to and with specific audience segments within the criminal justice industry: correctional facilities (equivant Corrections), supervision agencies (equivant Supervision), and pretrial teams (equivant Pretrial). Our team began this process by interviewing key stakeholders across the greater equivant team in order to strategically position each VBU before moving forward with website design, development, and copywriting – and eventually a host of other services, including social medai management, PPC campaigns, email marketing, and more.
Services
Digital Marketing Strategy & Management
Brand Discovery & Positioning
Website Development & Maintenance
SEO & Content Creation
Email Marketing
Social Media Management
PPC
Objectives
With a recent rebrand already in the books, there was an imperative need to keep branding consistent across all three sites while differentiating messaging to resonate with applicable target audiences. This resulted in three different “sister sites” that featured distinctive brands with similar logos but their own unique look and feel.
Clear and informative brand messaging was also high on the priority list to set each VBU apart while honing in and resonating with their respective markets as additional channels were built out post-launch.
Results
The post-launch period saw significant success, with substantial activity across Corrections, Supervision, and Pretrial sessions. In the first half of 2024, the sites achieved impressive engagement rates from both paid and organic search visitors, showing strong overall user engagement. The efforts in organic search, email campaigns, and social posts effectively attracted new users. The sites’ keyword rankings have grown considerably, and lead generation from form submissions and conversions has been highly successful.
EQUIVANT
Websites
MAKE undertook the challenge of creating three unique and independent websites for equivant’s sub-brands (VBUs). Each site needed customized content, aesthetics, and functionality, while also needing to maintain consistency with the global equivant brand.
EQUIVANT
Lead Generation
Leveraging organic, paid, social, and email channels, MAKE was able to immediately ramp up qualified traffic to these new properties, resulting in a successful launch.
- 8,000+ unique sessions generated in three months post-launch, via acquisition efforts
- 21,000+ unique and engaged users generated within the first six month after launch
- 208% avg. user increases QoQ since launch across all equivant sites
- All sites averaging 60%+ engagement rates from organic and paid channels
21,000+
new, engaged users generated across all sites within the first six months of launch
