Client Stories
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Look Deeper

The Challenge: Making Complex Business Processes Simple

EXL, a global leader in business process solutions, encourages its customers to “look deeper.” It drives business impact through its integrated services and industry knowledge. Cutting-edge analytics delivers operations management, decision analytics and technology platforms to organizations. Its expertise spans industries including healthcare, financial services, logistics and many others.

But analytics is a complex field, and explaining the “why” and “how” of it to prospective customers is even more complex. EXL needed to convey its complex and comprehensive offerings in a simple and cohesive way, so that prospects could digest it. At the same time, it needed a new website design to set it apart from its competitors and establish greater authority in its field.


The Solution: Authoritative, Responsive Design

EXL engaged us to create an entirely new website in three months. In its design, we had to simplify EXL’s complex message, strengthen its authority and capture and convert more leads.

Our team decided to use responsive design to set the EXL website apart from its competitors. We developed a strategy to use powerful imagery and content to convey strength, experience and leadership.

We reorganized navigation to clearly communicate the company’s offerings, boosting content six times. Our team also showcased customer testimonials, media coverage and prominent awards to establish brand trust. Finally, we leveraged our expertise as a HubSpot Gold Partner to improve lead generation, enhance SEO and accurately track visitor interest via calls-to-action.


The Result: We Solved For Simplicity & Authority

The result is a modern and easy-to-navigate site that delivers a heighted user experience. Design, photography and copy convey strength and understanding, rather than aspiration and ambition. Instead of “We can do this,” the reader knows “This is what we do.”

We created copy that is deliberately concise, meant to drive readers to reach out. It aims not to fully inform, but to demonstrate authority and create interest. The site also makes EXL’s existing thought leadership content more accessible and actionable. To encourage that action, our team layered over 140 calls-to-action throughout the site. HubSpot tracks the responsiveness to each one—something not accurately measured before.

And readers have reached out. Within two weeks of the launch, the company reported a 312% increase in website conversions. That’s authority made simple.

“Despite our tight timeline, they had the capacity to go as fast as we wanted without sacrificing quality. You’ve done an incredible job of telling our story and laying our products and solutions out in a unified, coherent way. It’s been phenomenal.”

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