Objective : A well-established Contract Research Organization (CRO) reached out with concerns regarding their website, which lacked professionalism and was made by inexperienced developers. Their goals were to modernize their website in three key areas:
- Attracting young and fresh talent to position themselves as a great employer.
- Highlighting their CSR activities to showcase their societal contributions.
- Emphasizing their 25 years of experience in the industry.
1. Establishing the CRO as an Attractive Employer
- Client Requirement: The CRO aimed to build a strong employer brand to appeal to young and dynamic talent. They wanted to demonstrate their growth opportunities, work culture, and benefits to attract fresh graduates and professionals.
- Approach:
- Career Opportunities Section: We redesigned their “Careers” page to highlight employee testimonials, career progression paths, and a list of available positions.
- Company Culture: We added visual elements showcasing their dynamic work environment and team-building activities. This also included featuring the company’s mission, perks like work-life balance, and mentorship programs.
- Interactive Elements: Incorporated videos and infographics explaining the benefits of working at the CRO, and highlighted their commitment to innovation, research, and employee development.
- Outcome:
- Boost in Talent Acquisition: The revamped website saw a 35% increase in job applications from recent graduates within the first three months.
- Positive Employer Branding: Employee feedback showed a 90% improvement in perception of the company as a preferred workplace.
2. Highlighting CSR Activities
- Client Requirement: The CRO wanted to emphasize their corporate social responsibility (CSR) initiatives to reflect their contributions to society, their values, and their partnerships with various causes.
- Approach:
- Dedicated CSR Page: A full section was created to detail their long-standing commitment to CSR initiatives. This included their partnerships with non-profit organizations, their focus on health and education programs, and their sustainability efforts.
- Impact Storytelling: We crafted content to explain the “why” behind their CSR efforts, including stories about the communities they have impacted and how their work aligns with their broader mission of making a difference.
- Visual and Quantitative Data: Added statistics showcasing their financial and employee involvement in these causes, detailing both the resources they’ve contributed and the overall impact achieved.
- Outcome:
- Increased Awareness: Website visitors now spend an additional 20% more time exploring the CSR section, showcasing a greater interest in the company’s societal impact.
- Stronger Partnerships: Feedback from potential partners indicated a 15% increase in collaboration inquiries, driven by their focus on social responsibility.
3. Showcasing 25 Years of Experience
- Client Requirement: The client wanted to emphasize their 25-year legacy, highlighting their achievements, growth, and long-standing industry expertise.
- Approach:
- Timeline of Milestones: We created an interactive timeline showcasing the company’s journey over the past 25 years. This covered major achievements such as key partnerships, scientific breakthroughs, and their growth trajectory from startup to global leader.
- Industry Leadership: The homepage prominently featured their 25-year milestone, reinforcing their stability and credibility in the industry.
- Recognition and Awards: A dedicated section was added to showcase their recognitions, certifications, and the impact they’ve made globally, supported by case studies and client testimonials.
- Outcome:
- Stronger Industry Presence: Their enhanced narrative around 25 years of success improved their reputation among peers, with 40% more inquiries from new potential clients.
- Client Confidence: Existing clients expressed greater trust and appreciation for the company’s enduring presence, leading to a 20% increase in contract renewals.
Additional Outcomes:
- Mobile and SEO Optimization: The site was fully optimized for mobile devices and SEO, which led to a 10% boost in organic traffic.
- Improved User Experience: The website’s bounce rate decreased by 25%, thanks to a cleaner design and intuitive navigation.
Conclusion
This CRO’s website overhaul not only modernized their online presence but also effectively positioned them as an employer of choice, a socially responsible organization, and an industry leader with 25 years of expertise. By addressing these three critical areas, the client was able to strengthen their brand and appeal to both potential employees and partners.