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.
EXL engaged Idea Grove to create an entirely new website in three months. In its design, Idea Grove had to simplify EXL’s complex message, strengthen its authority and capture and convert more leads.
The team decided to use responsive design to set the EXL website apart from its competitors. It developed a strategy to use powerful imagery and content to convey strength, experience and leadership.
It reorganized navigation to clearly communicate the company’s offerings, boosting content six times. It also showcased customer testimonials, media coverage and prominent awards to establish brand trust. Finally, Idea Grove leveraged its expertise as a HubSpot Gold Partner to improve lead generation, enhance SEO and accurately track visitor interest via calls-to-action.
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.”
Idea Grove 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, the 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.