New Inbound Website Drives 199% Conversion Growth for Beyond Debt

Overview

Company: Beyond Debt
Location: Brisbane, QLD Australia
Founded: 2001
Industry: Finance

The Challenge

Beyond Debt is committed to helping Australians take control of their financial lives. They’ve helped over 14,000 people clear more than $201,000,000 worth of debt since their founding in 2001, and are renowned for their empathetic and insightful approach to financial services.

Beyond Debt required a website that clearly conveyed their stress-free and approachable brand ethos to their target audience. Their existing site had laid reasonable foundations, however it’s performance had plateaued and its content has become misaligned with the goals of their audience. Not only was this affecting the volume of traffic reaching their website, but it was also hindering their conversion rates and leaving Sales with a dwindling list of online leads.

Beyond Debt’s Marketing Manager James Ososki approached Spinfluence to help solve this problem. As a central source of their lead generation, their website needed to communicate their true brand identity, attract and educate prospects, and convert visitors into qualified leads for the Sales team.

The business needed guidance from a HubSpot Partner that would solve their initial project requirements, and continue to work alongside them to optimise their digital performance. Spinfluence was tasked with conducting a brand overhaul, building a new inbound website, and designing a Growth-Driven Design program to support Beyond Debt’s digital growth into the future.

The Solution

Our first priority was to understand the performance of Beyond Debt’s current digital assets, so we began with a comprehensive brand and website audit, which uncovered:

  • Several user paths on the website that ended without any clear call to action
  • Misalignment between their audience and their messaging
  • Pages with a high volume of technical jargon with poor engagement
  • 80% mobile traffic

It was clear that we needed to find a way to provide financial insights using language that their target audience would understand, improve the user experience, and build a responsive website that was better-geared for conversion and performance.

We conducted a buyer persona development workshop to help inform our brand refresh and website strategy. It was clear that emotion plays a large part in how and why people engage with Beyond Debt, After all, debt can be a scary thing. We thus focussed on building an easy and inviting user experience, employing a relaxed colour palette and messaging.With a clear vision of how we would approach the new brand system, we started with a fresh, clean, inviting and no “doom and gloom” ethos. Companies often address debt, bankruptcy and insolvency from a distressing and negative angle. We wanted to combat this with an uplifting, “it gets better” attitude, which focussed on the life clients can achieve when they become debt-free.
 

Beyond Debt Home Mobile-First Experience


We designed new in-depth pages that showcased Beyond Debt’s key services and provided a clear call to action. We also built refreshed landing pages to support their digital advertising campaigns, which spoke to specific audience segments and featured content offers for lead generation. 

Using HubSpot smart content and a "self-diagnosis" experience we were able to create a more personalised web experience for visitors at all stages of the buyer journey.

Beyond Debt Home Page.jpg


With the launchpad website complete, we then began a rigorous growth-driven design program to make consistent data-driven performance improvements. We tested and identified best-performing call-to-action copy, landing page structure and homepage messaging to ensure we maximise conversion and deliver qualified leads to Sales.

The Results

With the launchpad website complete, we then began a rigorous growth-driven design program to make consistent data-driven performance improvements. We tested and identified best-performing call-to-action copy, landing page structure and homepage messaging to ensure we maximise conversion and deliver qualified leads to Sales.

"We went out looking for a new website and a company that would do that for us. But what we really found were great partners that have come alongside the business. It’s almost never been about a website, it’s always been about pushing the business forward through design."

James Ososki - Marketing Manager, Beyond Debt


Since the launch of the new website and brand overhaul, Beyond Debt has seen a 199% increase in online conversion, and more than 15,000 sessions in January alone. 

Beyond Debt Website visit, new contact and customer totals

Even more impressive, Beyond Debt has achieved 1,087 new customers since the website launch, ensuring their Flywheel has incredible momentum for months to come. With no change to their marketing initiatives other than a branding facelift from Spinfluence, these results can be wholly attributed to the launch of the new inbound website and brand overhaul.

Beyond Debt Deal Funnel Conversion

The Impact

After going live in November 2019, Beyond Debt have gained confidence in their digital performance, attracted new customers and grown their business. With a continued growth-driven design program and inbound marketing initiatives, we’re optimistic about the future of this great company, and their ability to help thousands more Australians achieve financial freedom.

Beyond_Debt_Final

"The whole experience never felt like work, it's been a great experience, it's been fun, and most importantly, the results speak for themselves."

James Ososki - Marketing Manager, Beyond Debt

 

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