Project Overview
Macquarium began our efforts to create a new global web presence for First Advantage by analyzing the related search terms to identify the behavioral intent of customers. This results of this research informed the structure of the website, the content hierarchy, as well as the keywords in website copy. We streamlined the number of pages while creating a new menu structure to improve website navigation.
In addition to creating an entirely new UX design for the website, we migrated all relevant content assets to a new CMS. This required close collaboration between the technology, creative, and content teams to identify and create the widgets necessary to populate content using the new backend administrative interface. Visual assets of the website were not just designed for a North American audience, our creative team was mindful of cultural context in selecting hero imagery that appealed to each of the four countries we were building First Advantage websites for: North America, EMEA, India, and Australia.
Within 36 hours of the launch of the North American site First Advantage was outranking their largest competitors on several important keywords. In the first 45 days organic traffic attributed for 62.7% of conversions, with 22.5% more new users coming to the site. Over 70% of total contact forms were directed through organic search, and form submissions were up over 47%.Client
First Advantage
